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Niche fragrance marketer By Kilian is aiming to almost double its sales this year by continuing a methodical expansion strategy and adding scents to its fragrance portfolio.
This story first appeared in the January 29, 2010 issue of WWD. Subscribe Today.
Industry sources project that the firm’s retail sales, which were $8 million last year, might reach upward of $15 million in 2010. In 2008, By Kilian rang up $4 million in retail sales.
In the U.S., By Kilian is carried at Bergdorf Goodman in New York and at eight Saks Fifth Avenue locations outside the city. Plans call for the opening of six more Saks doors this year.
Worldwide, the brand is carried in 70 doors, noted By Kilian founder Kilian Hennessy.
This month, the brand was launched in three stores in the Middle East. By Kilian also plans to open two or three doors in Russia this year, as well as two Harvey Nichols doors in the U.K.
“We’re keeping distribution really tight,” said Hennessy.
The idea is to “keep it exclusive, making it very special and personalized,” added Elisabeth Noel Jones, By Kilian’s chief executive officer of North America. “We’re expanding slowly at Saks,” she said.
In March, By Kilian will introduce worldwide a scent called Rose Oud, which is the second scent in a collection called Arabian Nights. The first Arabian Nights scent, called Pure Oud, was launched in June in the Middle East. Like Pure Oud, Rose Oud will come in a 1.7-oz. bottle for $395. The Arabian Nights collection is to eventually include five fragrances.
Rose Oud, which was composed by Givaudan perfumer Calice Becker, includes notes of rose of Grasse, rose of Turkey, saffron, cardamom, oud and patchouli.
Hennessy said he anticipates the Arabian Nights collection will account for 15 percent of By Kilian’s overall business in 2010.
Due to the economic climate in the U.S., By Kilian only opened one door in the U.S., in Houston, last year. Internationally, however, the firm expanded last year in Germany, where the brand has 25 doors. The firm’s top markets are the U.S., followed by Russia, France, Germany and Dubai.
Company-wide, “We’ve been doing great,” said Hennessy. “Despite the recession, we’ve seen growth.”