Limoni launches new retail chain in Italy


B Basic Beauty to target budget-conscious consumers

Italian perfumery group Limoni has announced the launch of its new retail chain, B Basic Beauty, which will be aimed at consumers who want to watch what they spend. Investment for this new business operation is estimated to be in the region of €50m. The first store will be located in the suburbs of Milan and will open its doors in June as part of a trial before ten further stores are opened throughout the country thereafter.

The new chain will target budget-aware consumers and will stock a brand new private label brand that has been created especially for B Basic Beauty.

Limoni has also revealed that it is franchising up to 20 of its stores by the end of this year as part of the company's sales plan to increase its turnover by 10% by the close of 2010.