May 13, 2021

Parfums de Marly Refreshes Retail Units; Plots New Markets

PARIS — Niche French fragrance label Parfums de Marly is galloping ahead with a new retail identity at the Printemps department store here, while expanding its geographic reach and broadening its product portfolio.
The privately held fragrance label — which was started in 2010 by Julien Sprecher and inspired by Louis XV, his passion for horses and the Marly castle dedicated to their well-being — is slated to open a 165-square-foot shops-in-shop in Printemps’ new beauty department midmonth.
“We felt that we needed to refresh and upgrade our retail image — and also to challenge it,” Julien Sausset, chief executive officer of the Sprecher Berrier Group of Companies, the parent of Parfums de Marly, told WWD.
Architect Hubert de Malherbe was brought in to design the new concept, saying: “It will be displaying our products in a sort of Haussmannian apartment…a bit more traditional than we had in the previous concepts,” Sausset said. “There’s something a bit more Parisian.”
The decor will be a mix of old and new elements, with fragrances lining a streamlined, modern table, which is juxtaposed with a gilded mirror, for instance.
Sausset said a lot of other changes have been taking place for the brand in the recent past. For one,

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