PARIS — Matière Première is poised to enter North America in August.
The area of interest French fragrance model cofounded in 2019 by Aurélien Guichard, Caius von Knorring and Cédric Meiffret, has signed on International Cosmetics and Perfumes Inc. for distribution within the U.S., Canada and Mexico.
Matière Première, which was created to spotlight the pure substances contained within the formulation and makes use of sustainable practices in its complete improvement chain — together with sourcing from organically grown crops, has seen exponential progress. In 2021, its gross sales elevated by 380 p.c in opposition to 2020, and it seems possible to register triple-digit progress once more this 12 months, in accordance to von Knorring, the model’s chief govt officer.
Numerous components drew ICP to Matière Première.
“It fills the white house inside our portfolio and, fairly truthfully, the {industry},” mentioned Thomas Saujet, CEO and president of ICP. “The model’s deal with uncooked supplies is so distinctive, their visible merchandising is easy, elegant and a differentiator out there and the way in which the merchandise are showcased creatively via pictures; the mixture of uncooked supplies with a glimpse into Aurélien’s laboratory is novel.
“Also, the workforce is unimaginable,” continued Saujet. “Aurélien’s household legacy as longtime perfumers, coupled together with his cofounders for his or her enterprise acumen, is actually a contemporary perspective on the area of interest perfume enterprise.”
The technique in North America is to launch a Matière Première web site, with an e-commerce element, that’s run by ICP, in August. In September, the model will launch completely within the U.S. via Saks Fifth Avenue and saks.com, and choose idea shops. Then Canada and Mexico are slated for later this 12 months.
ICP has huge plans for Matière Première.
“In the subsequent three years, we see it as a top-five rank within the area of interest perfume class,” mentioned Saujet.
Von Knorring mentioned Matière Première took its time to discover a U.S. companion.
“We selected to go along with ICP as a result of we thought this firm was actually the perfect to give you the option to give Matière Première the complete dimension it may well have within the U.S. They additionally share the ambition [and strategic vision] we’ve got,” he mentioned.
Matière Première launched in Harrods, then opened a shop-in-shop nook in Printemps. From there, it entered area of interest specialty shops corresponding to Dover Street Perfume Market and Corso Como, main up to when the pandemic struck. By then in Harrods, Matière Première was rating among the many high 20 perfume manufacturers and its Falcon Leather, within the high 10.
The model established enterprise contacts and opened some new distribution. Today, Matière Première is offered in additional than 40 nations via over 100 doorways — primarily flagship malls worldwide.
The model can also be carried in a bunch of area of interest perfume retailers, corresponding to CampoMarzio 70 in Italy, Crème de la Crème within the Baltics, Galilu in Poland and Art of Sense within the Philippines.
In late October 2020, Matière Première raised 1.3 million euros in funding to assist speed up its improvement.
“The folks we select to work with, whether or not it’s in China, America or the Middle East … are able to understanding our DNA,” mentioned Guichard, Matière Première’s perfumer-creator, including companions additionally should see the model’s potential.
On March 19, Matière Première launched French Flower, its ninth perfume worldwide and tenth within the U.Ok. Guichard had planted tuberose within the south of France a couple of years in the past.
“There is one thing superb in regards to the odor of a tuberose area at night time — the odor of the air that surrounds [it],” mentioned Guichard, who created the perfume with principally tuberose absolute to echo that. The objective was to make the scent each fashionable and approachable.
For extra, see:
EXCLUSIVE: Matière Première Fragrance Brand Raises 1.3 Million Euros
The 44 Best Perfumes for Women, According to Experts
Exploring Opportunities for Italian Artistic Perfumery rands
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