Marionnaud to renovate perfumeries

Aims to match rival Sephora’s performance on the French domestic market

Marionnaud has launched a major renovation of its 545 French perfumeries, starting in Strasbourg. The aim is to match Sephora’s performance on the French domestic market. The company has declined to disclose how much is being invested in the operation but its Director General in France, William Koeberle, said Marionnaud was determined to stay on a growth trail on a domestic market which fell by 1% last year.

Sales in Europe in 2012 reached €1.1bn with French sales accounting for €722m. This compares with Sephora sales of €1.1bn in France. Strategy remains oriented on retaining shops of relatively modest size – less than 100sqm – and on remaining close to its local customer base. A policy of own brand products allow the development of entry level perfumes with a widening of the customer base, though this low end segment will not exceed 10% of total sales. Internet sales are also being developed.

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