MARIONNAUD MOVES AHEAD
Byline: Brid Costello
PARIS — France’s Marionnaud Parfumeries is back on the acquisition trail.
The chain has recently snapped up 23 French perfumeries, bringing its domestic door count to more than 500. Marionnaud has not yet disclosed the names of its latest acquisitions, but they are said to include a perfumery chain and independent stores. The new doors will bring combined annual volume of approximately $19.29 million. Marionnaud’s market share in France will soon reach 30 percent, the company said in a statement.
Marionnaud also plans to float some $103.6 million worth of stock at current exchange rates on the Paris Bourse in the next few weeks to back its further European expansion. According to company president Marcel Frydman, the chain is in advanced talks to acquire 15 perfumery chains that make up 300 doors in Italy, Spain, Greece and Eastern Europe.
Marionnaud is taking novel approaches to the stock offer in an attempt to lure perfumery customers. For instance, the company is currently distributing in-store leaflets that give step-by-step information on becoming a shareholder. It also has taken out large advertisements that directly address its consumers in French newspapers and magazines. “Invest in beauty” they counsel in large lettering. And the tag line reads: “And are you being taken care of?”
Marionnaud is France’s biggest perfumery chain in terms of doors, the group also has 208 doors outside of France, including stores in Austria and Switzerland. The acquisition of the Riviera chain in Italy also has just been completed. As reported, Marionnaud signed preliminary contracts to acquire the eight-door chain in May.