Christophe Cervasel, former chief executive officer and a founder of Selective Beauty, is launching his own distribution company, called B…comme Beauty.

This story first appeared in the March 13, 2009 issue of WWD. Subscribe Today.

The new company, headquartered at 20 Rue Cambon in Paris, has already signed a distribution deal for two brands — Balmain and Montana — in France, according to Cervasel, who said he is in talks with other companies for other markets. Cervasel said he expects to sign his next deals in either Italy or the U.K. His plan is to ultimately sign up brands for local, regional and global distribution deals.

His concept is to provide an alternative to typical licensing deals, where the manufacturer is saddled with the total responsibility right down to the salespeople.

“There are many brands today that want to manage their beauty business directly, but they need strong distribution,” he said.

Cervasel, who is the president and majority owner in the new firm, said the Balmain and Montana deal was signed with Philippe Benady, president of the Paris-based Parfums Balmain and Empire of Scents, which owns the Montana license. “I decided to partner with B…comme Beauty since I believe they have the right visions of what should be a long-term and successful partnership between a brand and its distributor,” said Benady.

The individual fragrances are Ivoire, Monsieur Balmain, Vent Vert, Jolie Madame and Miss Balmain, as well as the latest launch, Ambre Gris, from Balmain. Montana is represented mostly by Parfum de Peau.