PARIS — Fresh is forging new inroads in France.
The LVMH Moët Hennessy Louis Vuitton-owned natural beauty brand, which was launched in 1991 by Lev Glazman and Alina Roytberg, opened a 250-square-foot corner in Galeries Lafayette here on Monday.
The space carrying Fresh’s line of almost 200 stockkeeping units includes the same decorative elements as its Union Square flagship in New York, such as a modern chandelier, gift bar, geometric floor tiling and digital components.
The label, whose products are inspired by age-old beauty rituals, has been developing strongly, now notching estimated high double-digit sales gains and building robust awareness in both North America and Asia.
“So the time had come for the brand to [arrive in] Europe,” Jean-Marc Plisson, chief executive officer of Fresh, told WWD, adding: “We found a great partner in Galeries Lafayette.”
The label clearly wants to invest further in France. Fresh had been in the country previously, but left about 14 years ago.
“It was a completely different brand, a completely different line” at the time, explained Plisson.
Elsewhere in Europe, Fresh already has two sales points in the U.K., with a second freestanding store slated to open there soon, in London’s Covent Garden.
But it’s Asia, a market Fresh entered three years ago, that some 18 months ago became the label’s largest, now generating approximately 70 percent of its revenues. The brand debuted on that continent through China, which currently has 25 Fresh doors.
Meanwhile, in North America Fresh is sold in about 500 sales points, primarily through Sephora, and also Nordstrom and Neiman Marcus.
Present in 10 countries, the label counts 12 freestanding stores domestically and 15 abroad.
Some 70 percent of the brand’s revenues rung are up by facial skin-care products, including color cosmetics with treatment attributes. Fifteen percent of the business comes from fragrance, and an equal amount stems from body care.
Among Fresh’s bestsellers are the Sugar Lip Treatment line, Soy Face Cleanser, Rose Face Mask and Lotus Youth Preserve Face Cream with Super 7 Complex.
E-commerce makes approximately 10 percent to 15 percent of Fresh’s sales, with sephora.com being its number-one door worldwide.
“We are an extremely penetrated dot-com brand,” said Plisson.
For 2016 — the label’s 25th year — a Fresh Web site is slated for France. Such a platform, explained Plison, is key for customer engagement. A “massive launch program” is on the docket for next year, as well.