Valérie Pianelli-Guichard, Comptoir Sud Pacifique

Valérie Pianelli-Guichard, Comptoir Sud Pacifique

Built around the idea of travelling and quality ingredients, the French brand has enjoyed a new boom since it was purchased. The opening of its wholly-owned store mirrors its growth strategy and will to demonstrate the diversity of its new range. “Since 2011, we have taken the time to work on our products, enrich our line, and consolidate our distribution network”, explains Valérie Pianelli-Guichard. And since then, the company has doubled its turnover and developed its export presence.

Already available at Beauty Success, Passion Beauté, and from independent perfume stores in France, Comptoir Sud Pacifique will now be able to express the breadth of its concept. Located Rue Saint Roch, near Place Vendôme and Rue St Honoré, a quarter dear to alternative perfumery, the turquoise and white-coloured 25m2 area showcases all references, including those reserved to export. “We have been historically related to this quarter, since the brand used to have a store near the Opera, Rue de la Paix. It is a nice environment for niche perfumes,” comments the Director.

Right in the heart of the area, an olfaction table stages the six main olfactory families (floral, oriental, citrus, woody, marine, sweet) using raw materials presented under lids. There are two approaches available for each family to guide visitors in their discovery experience. “I wanted something simple and educational to let people choose their own olfactory environment and find the perfume that best suits them more easily among the 35 we showcase”, adds Valérie Pianelli-Guichard.

The new Comptoir Sud Pacifique store is located Rue Saint Roch, in Paris,...

The new Comptoir Sud Pacifique store is located Rue Saint Roch, in Paris, France.

Just like in a concept store, ranges of ethnic-chic-inspired accessories, bags, scarves, and jewels mingle with perfumes and cosmetics. The atmosphere conveys the brand’s lifestyle with summer colours and travelling and escapism inspirations.

Strongly attached to her own independence, Valérie Pianelli-Guichard intends to make the brand develop at its own pace: “From an intellectual standpoint, that is what I am interested in, and I have not achieved everything I wish to yet,” she adds. Among her priorities, she aims to open other wholly-owned stores, mainly in the countries where the brand is already well-established, like Italy.