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Companies & industry

La Prairie opens first flagship store in Paris

La Prairie is opening its first store in Europe this January in Paris, at a prestigious address: 199 rue Saint Honoré in the 1st arrondissement of the French capital. Laurent Leblond, General Manager France, discussed the event in more detail with Premium Beauty News.

Premium Beauty News - Laurent Marteau, Travel Retail Director recently told us that La Prairie grew by 6% last year, taking advantage of dynamic sales in Asia (+6%), Russia (+36%) and in travel retail (+10%). What about France?

Laurent Leblond - France is La Prairie’s first subsidiary in Europe, over 5 years, a higher growth than in other countries. We have grown our turnover by +25%, while decreasing the number of POS from 650 to 450. Our products are among the most luxurious cosmetics in the world and the über-premium segment is doing well, the brand’s sales are increasing by +5% this year in skincare while the market is decreasing by -4%. [1]

Premium Beauty News - Why opening this new prestigious store while you are in the process of reducing the number of POS?

Laurent Leblond - Selective beauty retail chains have entered a sqm-profitability strategy that does not allow us to showcase our entire offer. We wanted a more controlled distribution in selected and geographically relevant outlets, including 80 independent perfumeries, department stores, hotel spas and our own flagship store, with all the freedom that comes with it.

La Prairie needed to take the next step in terms of recognition. Showcasing our entire offer this space is the ultimate reference about the brand’s range, as well as about our services and supports.

Some of our products, such as Caviar collection, are best sellers, but few consumers really know the variety of our offer. Thanks to an internationally popular location and a comprehensive assortment, we can reach a greater number of women of all ages and all nationalities.

Premium Beauty News - Can you give more details about the new La Prairie outlet?

Laurent Leblond - The entire place - 210 sqm and 3 levels - displays La Prairie’s colours: white and silver grey. The ground floor is dedicated to the sale. Our clients can enter the shop and discover La Prarie’s world through the “Collection Wall” featuring the brand’s entire skincare offer: the Platinum, Caviar, White Caviar, Radiance, Anti-Ageing, Cellular Swiss Ice Crystal, Cellular Power, Advanced Marine Biology, Cellular Hydrating collections. A total of more than a hundred references.

The apartment upstairs, connected by a glass staircase, is dedicated to VIP and press reception. Customers are also welcomed for a personal check-up before entering the elegant 15sqm cabin. At the lower level there are two other cabins and a makeup area.

Premium Beauty News - So you offer products for sale and skincare sessions in the same location.

Laurent Leblond - There is a real demand for a La Prairie experience. In the new store, our customers can enjoy exclusive signature treatments. We will showcase everything that makes our quality and in turn we’ll surely learn a lot about our customers.

Interview by Kristel Milet

Footnotes

[1] Results at the end of October 2014

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© 2015 - Premium Beauty News - www.premiumbeautynews.com
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