Leader of Feminine Niche Fragrances to Open New Shops in China
- Chaileedo Press
- Mar 30, 2023
- 2 min read
Parfums de Marly saw strong growth of 60% in Asia in 2022 and expects to open a new shop in Shanghai in 2023.
(Credit: Parfums de Marly website)
Today, French niche fragrance brand Parfums de Marly announced revenues of €262 million ($280 million) for FY2022, up 51% year-on-year.
According to public information, Parfums de Marly was founded in 2009 by Julien Sprecher. It is an independent company, which is part of the Sprecher Berrier Group. Inspired by the history, culture and art de vivre of French royalty represented by the Château de Marly, the brand's products also include the high-end perfume brand Initio Parfums Privés and distributes other niche perfume brands.
By region, its retail sales soar in 2022, with the sales growing by 50% in America. The US market accounted for 50% of Parfums de Marly's total revenues. Its sales grew very strongly in Asia at 60%.
Julien Sausset, CEO of Parfums de Marly and Initio Parfums Privés, said the growth was driven by new milestones and boutiques in the US, Asia. New shops are expected to open in Shanghai and Sydney by the end of 2023, the report said. And Parfums de Marly is hiring new staff and expects to open an office in Asia by the end of the year, expected to be located in Hong Kong.
CHAILEEDO understands that Parfums de Marly entered the Chinese market in 2021 with the opening of its first shop in Shanghai. Currently, the brand has opened 13 directly-managed counters in nine cities, including Beijing, Chengdu, Wuhan and Guangzhou, with pricing ranging from 900 yuan-2000 yuan ($131-$291) for its fragrances. The brand is also available online through its flagship shop on the Chinese e-commerce platform Tmall.
(Credit: from an online shop on Tmall)
According to Sprecher, Parfums de Marly recently announced that it has joined hands with an actor-influencer named Theo Zhu to launch a campaign in China. The spot gained 7 million views in its first two days.
Commenting on the results made by Parfums de Marly in 2022, Julien Sausset stated “We are the worldwide leader of feminine niche fragrances. The brand equity and the brand awareness are the priority for us in the coming two to three years.”
Parfums de Marly recently launched a four-year business plan that will see the brand reach sales of nearly $300 million by the financial year ending March 2027.
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