Delphine Herve Turra, Beauty Market Manager at Le Printemps

Delphine Herve Turra, Beauty Market Manager at Le Printemps

The Avery concept was born in 2010 in London and created by a store inaugurated just a minute away from New Bond Street. Then, stores opened in Modena, Italy, and New Orleans, Louisiana, and the concept gradually spread across the world. Today, from Milan to Doha, and from Rabat to Moscow, all stores show different settings, but assert their own identity depending on their aspirations and the local environment. However, they do share some common points: mainly an atypical olfactory discovery experience combining the works of artists, creators, and new talents. The concept will now be introduced in France at the Printemps Haussmann department store in Paris. “Avery has seduced us with its differentiated offering,” explains Delphine Herve Turra, Beauty Market Manager at Le Printemps. “They had a certain modernity and olfactory interest in their product selection, and we had the same requirements,” she adds.

Pending the opening of a new area dedicated to Beauty scheduled for 2017, le Printemps Haussmann will inaugurate a temporary 12m2 Avery Perfume Gallery corner at the store’s entrance. A real curiosity room, it will showcase a scenography of bottles, prints, carefully selected objects, including a collection of ceramic sculptures to diffuse perfumes, and rare brands: the exclusive Avery lines, but also Re Profumo, Santa eulalia, So oud, Boadicea the Victorius, Andrée Putman, A Lab on Fire, Roads, and Agonist.

Absolutely unique in France, The Fragrance Kitchen will be the flagship brand of the area and the inspiration for its theatrical identity. Created five years ago by Sheik Majed Al-Sabah, of the Kuwait royal family, who is very keen on perfumes and beautiful materials, it comprises 80 references and has already seduced many enthusiasts on the other side of the Atlantic.

Le Printemps has always been able to make people discover new launches. It takes longer and longer for us to make our selection, as it needs to be increasingly more sophisticated,” declares Delphine Herve Turra. “We bank on brands that have the potential to develop in the long term. It is essential to take the time to get the concept settled and really correspond to our foreign customers’ expectations, but also to make our aura shine forth to our French customers,” she concludes.