DIPTYQUE LOOKS EAST, WEST: Following the opening of its first boutique in Seoul, South Korea, and fourth in New York, Paris-based luxury candle and fragrance maker Diptyque opened its fourth California and 11th U.S. location, in Beverly Hills, this month. Diptyque Global Managing Director Fabienne Mauny made the trip for opening festivities last week and said that in April, the brand will release a limited-edition Beverly Hills-inspired candle exclusive to the store. “It’s the American dream to see Diptyque in Beverly Hills,” she said. The candle, which she described as “bright, very Californian,” has yet to be named and will retail for $70 for a standard size (190g) colored glass jar. Diptyque partnered with Lauri Firstenberg, director and curator of LA><ART gallery, to donate 10 percent of the proceeds to the nonprofit arts organization. “It’s very important to us to stay true to the brand’s beginnings, but at the same time we don’t want to look backwards,” said Mauny of the company, founded in Paris in 1963 and now counts 29 stores worldwide. “We have been growing very significantly in the last years.”
Recent expansion includes 34 Collection, an array of products from candle holders and stationery to perfumes and home diffusers; and the face and body line L’Art du Soin, which followed the success of Diptyque Art of Body Care, which was launched in 2009. “We wanted a line [that was] short, easy, really about well-being, nothing too technical,” said Mauny of L’Art du Soin. With renovations of its Hong Kong boutique complete, Diptyque plans to remodel its Madison Avenue boutique and expand to other U.S. cities. “We believe we have the capacity to become a lifestyle brand,” said Mauny.