In the wake of the acquisition of several retail outlets in France - then gathered under the April umbrella name - and of the HC Parfümerie chain in Germany in 2016, France’s Groupe Bogart is carrying on its vertical integration strategy with an agreement to acquire 100% of the stake of Distriplus Group, the second largest perfume and cosmetics retailer in Belgium, which operates 200 sales outlets under the brands Planet Parfum and Di.
With this acquisition, which is subject to several condition precedents, Groupe Bogart will have its business multiplied by 2.5 to top 300 million euros and will operate a network of 357 stores spread over four countries (France, Israel, Germany and Belgium).
Distriplus is a leading retailer of perfumes and cosmetics in Belgium and in Luxembourg. The group operates across the entire Belgian territory under two complementary brands: Planet Perfume, in the prestige channel (81 points of sale and a market share estimated at 30% of the Belgian prestige market), and Di, which is the leading Belgian retailer for make-up products, with a network of 119 points of sale. Distriplus also has its own logistics platform. The company employs 1,064 people for a turnover of 192 million euros in 2017.
Initially specialized in the creation and manufacture of perfumes (Jacques Bogart, Ted Lapidus, Carven and Chevignon) and luxury cosmetics (Méthode Jeanne Piaubert, Stendhal and April Cosmetics), Groupe Bogart engaged in a vertical integration strategy a few years ago, with the aim to control the entire value chain from production to distribution and to significantly accelerate the distribution of its own brands in its retail network.