Strategy
Maintenance and optimisation of existing brand portfolio
In perfume and cosmetics, work is constantly under way to maintain and optimise the brand portfolio. This includes in particular ongoing brand promotion with the regular launch of new product lines and line extensions, the optimisation of existing distribution channels and the development of new markets.
Expansion of brand portfolio in the perfume and cosmetics industry
Art & Fragrance aims to achieve further growth in this segment and plans to add new brands to its portfolio. Acquisition opportunities include the granting of new licences by up-and-coming brands and portfolio reshuffles by luxury goods suppliers.
Lalique: integration and implementation of growth strategy
With the acquisition of Lalique Parfums, Art & Fragrance has gained a prestigious brand that enhances the company’s portfolio in terms of both quality and quantity. Synergies with Lalique Parfums will primarily be made in the areas of product development and distribution.
In the crystal and jewellery segments, Art & Fragrance aims primarily to increase productivity at the factory and optimise supply chain management. At the same time, the company’s own distribution network of individual prestigious flagship stores will be redimensioned, while the number of points of sale via independent partners such as franchisees and distributors, in up-and-coming markets in particular, will be increased. Ultimately, the aim is to increase the visibility of the brand. First, the company intends to expand its interior decoration and architecture segments by enhancing its product range and introducing new sales promotion activities – primarily for its B2B customers. Second, it wants to tap the high-end jewellery market by using original drawings by René Lalique for the first time.
External growth by means of further acquisitions in the luxury goods sector
Despite the primary focus on new perfume brands and licences following the acquisition of Lalique, Art & Fragrance will continue to examine opportunities to acquire luxury brands as strategic additions to its portfolio. The central factors in this regard are the strategic fit with existing activities and products as well as the potential for establishing a perfume or cosmetics brand.
Expansion of business activities through private labelling
With private labelling, Art & Fragrance offers its clients the opportunity to create customised perfumes and cosmetics, for instance with their own company logo. Art & Fragrance develops high-quality products in a number of price categories, ranging from customised perfume and cosmetic creations based on standard components to luxury editions – even using crystal, upon request. The requisite knowledge comes from Art & Fragrance’s many years of activity in the perfume, cosmetics and crystal industries. Thanks to its broad network of partners, Art & Fragrance can also offer solutions perfectly tailored to client needs and wishes in regard to design and quality.