Durance opens new outlets

Published: 14-Jan-2013
Fragrance

French home fragrance brand Durance is extending its network of own-name stores and will shortly open two new branches in the French cities of Nantes and Marseille.


French home fragrance brand Durance is extending its network of own-name stores and will shortly open two new branches in the French cities of Nantes and Marseille. In addition, it opened an outlet in the rue des Rosiers in Paris on 2 December last year. This brings its total number of own-brand stores to 16 – eight franchises and eight wholly owned.

Last April, commercial director Sebastien Moerman announced that the company intends to open 50 own-name boutiques within the next six or seven years. It normally opens 30m2 boutiques in the centres of town with at least 80,000 inhabitants.

The brand has also announced plans for some new products in 2013. It will be launching a new range of cosmetics called Ouliva ('oliva' in the local Langue d'Oc dialect), based on organic olive oil and olive plant extracts from Nyons in the Rhône-Alpes. And in the summer it will release a limited-edition fragrance based on iced tea.

Durance, named after a local river, was formed in 1998 when Olivier Ruth took over Lavandin de Grignan, a Provençal manufacture of lavender sachets. Since then, the company, currently chaired by Nicolas Ruth, the son of the founder, has expanded to a €20m turnover business with 3,500 points of sale worldwide. Its products are Eco-Cert certified and made without silicon and parabens.

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