Less than two years after the launch of its own brand, Nocibé is offering it and unprecedented setting: a new beauty concept store. The first of its kind opened in mid-December 2013 in the Roubaix urban area, in Northern France, under the name: Les Bellista by Nocibé. There are hardly any luxury fragrances or high-end brands here, but a large offering of makeup, toiletries, skincare and accessories by Nocibé as well as some products from brands under exclusive distribution.
On or off premise beauty
This new generation of boutiques promises to experience beauty "on and off the premises." On premises, thanks to a comprehensive range of no-booking express services: nail and hair styling bars, makeup, depilation, express facial and body treatments, performed around the central bar or in the lounges. Off premises, thanks to a full range of Nocibé beauty products: a wide choice at an affordable price .
"If we should summarize this project, it is two-thirds of products and a third of services," a spokeswoman for the retailer told Premium Beauty News.
Additional network
Designed by French agency Rev Architecture, this new beauty retail concept will develop in parallel with existing boutiques. "While Nocibé and Les Bellista by Nocibé share the same values - generosity, free beauty, fun, service and expertise - they are consived as two different and complementary offerings," said the retailer. Of course, there are strong synergies between the two networks, for instance, Nocibé’s loyalty cards will be valid in Les Bellista boutiques and vice versa.
According to Isabelle Parize, Nocibé’s CEO, "this generation of boutique is inspired from the expectations of new consumers. It emphasises 1,000 SKUs of the Nocibé brand as well as the expertise of our beauty consultants. Les Bellista by Nocibé is a bet that we do because we believe in our strengths and our expertise, we are confident in our teams, and we trust our brand so much that we offer it a new setting. In particular, we trust in our ability to innovate and to have a long term and enlarged vision for Nocibé."
The next opening is scheduled in spring 2014, somewhere close to Paris. The retailer’s aims to have opened a total four stores by the end of 2014.
Founded in Lille in 1984, Nocibé now operates 466 outlets, located throughout France. Despite unfavourable market conditions, Nocibé reported a 3% progression of its net sales in 2013 to 700 million euros, compared to 680 million in 2012. Nocibé’s current owner, Charterhouse Capital Partners, is currently finalising its sale to the Douglas group. The merger of the two networks would allow Douglas to rank number two in France behind Sephora.
