PARIS — Less than a year after its relaunch, beginning in mainland China, Atelier Cologne Paris has ambitious expansion plans.
The niche fragrance brand, which was reintroduced in mid-March starting in Shanghai’s IFC mall, Beijing’s SKP mall and on Tmall, has subsequently accelerated its rollout. In early November, Atelier Cologne debuted a freestanding flagship in Taiwan. It is the only one in existence today.
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“It’s important to put the [emphasis] on the physical space,” explained Sandrine Groslier, global president, luxe fragrance brands at L’Oréal, which acquired Atelier Cologne in 2016, seven years after its launch.
She described brick-and-mortar stores as key drivers for consumers to consider a new brand. Before entering China, Atelier Cologne revised its product offer, including new formulas, aesthetics and storytelling.
“It’s working on the market — seducing a new generation of consumers,” said Groslier.
According to industry sources, in all the doors where Atelier Cologne has opened in the country, it ranks in the top 10 — and mostly in the top five — of prestige fragrances. Online, the brand is garnering high rankings, too. On vip.com, it places in the top five and on Tmall, in the top 15, for instance.
Groslier said Atelier Cologne’s new platform, with the tagline “scented art crafted from nature,” chimes with the demanding and sophisticated Chinese perfume consumer.
Expansion is a priority, according to the executive. And this will not take a cookie-cutter approach. No two Atelier Cologne store spaces will be visually identical.
“Each time we open with a new design,” said Groslier. However, the same vibe, brand codes and artistic vantage point remain.
“Education is at the heart of the vision,” she continued. That translates into teaching consumers about fragrance — especially the new long-lasting colognes — in-store.
The 1,505-square-foot Taipei boutique was created to express what Atelier Cologne is about today.
“It’s bringing directly the vision of the brand, with big windows,” said Groslier, adding through them people can see elements of nature, art and craftsmanship, like in an artist’s atelier.
There, too, is a big table where people can experiment with and learn about perfumes.
“We will also use these points of sale to showcase artistic collaborations,” said Groslier, explaining Atelier Cologne plans to curate new artists while paying tribute to established ones. French designer François Azambourg, for example, has already created some pieces, like a vase, for Atelier Cologne.