Ex Nihilo is continuing its international expansion. The alternative brand, which totalled 135 points of sale in 25 countries last year — a figure that it has almost doubled today — recently opened three new flagship stores. A way of consolidating its global presence by moving eastwards.
After establishing its first shop at 352 rue Saint-Honoré, in Paris, at the end of 2013, the brand has established itself in the most prestigious venues of the niche perfumery. At Galeries Lafayette Haussmann, Champs-Elysées, and La Samaritaine in Paris, at Harrods in London, Tsum in Moscow, Bergdorf Goodman and Saks in New York...
California, Asia, Middle-East
Undeniably a hotbed of technology, California is very attractive for the brand, whose strength lies in part in its Osmologue. An innovative and exclusive tool, designed to personalise the brand’s creations with beautiful ingredients. For instance, Ex Nihilo opened a store in Los Angeles last February, in the trendy and arty Sycamore Avenue quarter.
But Asia is also a major stake for Benoit Verdier, Sylvie Loday and Olivier Royère, the three founders. After starting to lay the foundations with two corners in South Korea and Singapore, Ex Nihilo opened a store in Taiwan in September. This is a key step in Asia, with mainland China remaining an ambitious project in a complex geopolitical context.
Ex Nihilo is also asserting its presence in the Middle East: after Dubai, the brand recently opened a store in Qatar, in the brand new Vendôme Mall in Doha. This is a strategic spot as the Football World Cup will soon take place in this country. In early September, it also inaugurated a flagship store in Saudi Arabia, at the Nakheel Mall in Riyadh.
Though they follow the codes of the iconic Parisian boutique, each of these three new venues offers a personalised atmosphere, to provide a unique experience to customers on the go.
New launches
As far as new products are concerned, the brand just launched Santa Calling on September 1st. A creation signed by Antoine Maisondieu, which stages the idea of a Parisian sandalwood, where the wood’s mystical whiff meets the city’s contemporary pulse. Australian sandalwood, hemmed in with milky notes and Bourbon Vanilla absolute, with an addictive trail.
True to its distinctive customisation approach, Ex Nihilo will be offering for the holidays three of its fragrances with a musky base, to enhance their staying power, comfort and depth.
Next year, new additions are expected to join the Ex Nihilo Collection, which currently consists of 40 creations proposed in 250 outlets worldwide, including six flagships.
