MORE MALLE: Luxury perfumer Frédéric Malle is preparing to expand distribution in the U.S. after limiting it almost exclusively to Barneys New York flagships for nearly 10 years. “What we are trying to do in this country is to open more stores of my own and to work with more people like Brian Bolke [owner of Forty Five Ten] and Barneys,” Malle said at Forty Five Ten, which began carrying some of his perfumes and candles in September. Aedes des Venustas in New York and Cuffs of Chagrin Falls, Ohio, also added the line in the past year. Malle’s own store opened in 2009 on Madison Avenue in New York.
Malle is thinking about opening his own stores in Los Angeles and Florida, but he’s not sold on big cities. “I believe it’s nice to open where people don’t expect you to open,” he said. “For instance, I don’t have a store in London, which would be a natural, but I could have a store in East Hampton or in Marfa [Tex.]. Everybody thinks you have to open on Madison Avenue or Rodeo Drive, but…I’d rather pay less money, have less circulation, but be someplace a bit more interesting.”
This story first appeared in the December 14, 2011 issue of WWD. Subscribe Today.