Sylvie Ganter, former president of the U.S. subsidiary of Paris-based Selective Beauty SA, has struck out on her own with a new partner to set up a New York-based distribution and marketing firm, Atelier Cologne North America Inc.

Ganter, who will be chief executive officer, launched the new company with William Reith, who is president. According to the company, she will concentrate on developing brand relationships and manage operations, while he will handle retailer relationships and developments in the field.

Ganter said the company will focus on “the top of the pyramid” in distributing brands mainly to specialty stores. The firm’s roster includes Van Cleef & Arpels Parfums and its latest launch, Féerie; Alford & Hoff, a luxury men’s skin care brand; Strange Invisible Perfumes, a line of botanical and artisanal fragrances and body products; Balmain, an iconic French fragrance brand, and Pure Altitude, an organic skin care line from the French-based Fermes de Marie Spas.

Ganter also said the new firm will distribute the company’s own brand, called Atelier Cologne, an eau de cologne line.

The new firm’s office is located at 80 Chambers Street in TriBeCa.

Ganter said she and Reith have worked together for 15 years. Prior to Selective Beauty, Ganter was executive vice president of sales and marketing at Fresh, and vice president of the U.S. fragrance division at Hermès. Reith held sales and marketing positions at Hermès, Fresh and Selective Beauty Corporation, where he managed Van Cleef & Arpels, By Terry, Lalique, Façonnable, Ferragamo and Ungaro. In addition, he was an independent brand agent for Bond No. 9 in its overseas expansion.

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