PARIS — In a move that will greatly widen its reach in Germany, especially for Carven fragrances, Groupe Bogart has signed a distribution contract with Beauty Alliance GmbH, the group said Monday.
Beauty Alliance represents the largest grouping of independent perfumeries in Germany, boasting 30 percent of the market share there. The alliance includes approximately 290 perfumeries, totaling 1,100 sales points and some 900 million euros of sales generated in 2017.
Beauty Alliance will carry in Germany Groupe Bogart’s beauty brands Méthode Jeanne Piaubert and Stendhal, with the priority being given to Carven fragrances.
Today, Carven is primarily distributed in select perfumeries and department stores in Europe and the U.S. More recently, it was launched in the United Arab Emirates, South Africa, Australia and Asia.
In Germany, Carven will be launched exclusively in 1,100 more doors, of which 500 are set for the first quarter of 2019.
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“The Carven brand continues to grow globally, and we are very confident about the success of its perfumes in Germany,” said David Konckier, Groupe Bogart chairman, and Nicolas Dewitte, the group’s managing director, jointly in a statement. “With the growth of the distribution network, Carven now holds all of the cards to ramp up its expansion and become a linchpin brand for the group.”
Groupe Bogart already operates 80 of its own boutiques, called April, in the country.
Altogether, the group is expanding its distribution to 4,000 doors in more than 38 countries, from 3,000 today.
The retail reach will also be widened for other Groupe Bogart brands. Méthode Jeanne Piaubert is in March to be launched in 200 doors, and Stendhal, starting in the second half of this year, in 200 sales points.