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Update Companies on the move Morrocanoil beefs up travel-retail presence Originally conceived for the professional Austrian Airlines. It is now sold in between 75 to the three new scent categories, as well as salon channel, oil-infused hair and bodycare 100 travel-retail doors the oil collection. We are also exploring the brand Moroccanoil has been driving its global The brand’s key travel-retail markets are in development of new categories that further presence through a retail strategy and is now North America and Europe, and these regions support our leadership in oil-infused beauty,” present in over 65 countries worldwide. “As are also growing most rapidly for the brand, says Gates. we continue to launch new points of sale with says Gates. “As our travel-retail channels key retail partners, our sales have been growing continually expand, our presence is becoming substantially. In the past six to 12 months, our more established within Europe and North global distribution has seen signifcant growth, America, with expected growth in Asia in particularly in Europe and North America,” says 2016,” he confrms. In August, the brand Moroccanoil vice president retail and travel retail launched in Korea at the Hyundai department sales John Gates. The brand is now sold in 300 store. In Asia Pacifc, the company is specifcally retail points of sale globally. targeting China and Japan. Next year it will look Last year the company made its foray into the to continue to expand in Europe, and in North travel-retail and duty-free channel. It frst entered America, including the Caribbean. travel retail in October 2014 with a launch in While the professional channel is still at the Nordic countries and Switzerland, followed by heart of the company’s business, the launch Europe and Russia. In this channel, Moroccanoil in retail is designed to drive consumers to the has been targeting airport stores as well as professional salon and spa channel where the infight and cruise outlets. This year it established full product line and services are available, says or expanded its presence in markets like Macau, the company. China, the US and South America, and became Moroccanoil is also expanding its product s Moroccanoil is building its presence available on infight services with Lufthansa and offering. “We’ll be furthering the range within in retail in local markets and in travel retail Atelier Cologne expands reach and looks to Asia Niche fragrance brand Atelier Cologne is its best door in terms of sales to date and is is that the brand is not sold on every corner. out to expand its international reach. The forecasting revenues of $1m per year for the Consumers today don’t want to wear the company, which was founded in 2009 outlet. The new store will keep the spirit of same fragrance that everyone else has; they and positions itself as a luxury maison de the brand’s other boutiques, but will add parfum focusing on the cologne tradition, new modern touches, such as what it calls is now present in 28 markets. At launch the ‘artist trunks,’ which showcase the fragrances, brand focused frstly on the US (where it is and a color wall. This new look will be used distributed in high-end department stores, as the model for its stands in department such as Neiman Marcus and Bergdorf stores globally. Goodman and in 350 Sephora doors) and The company has also launched in Korea, a on France. key market for the brand where it is sold The brand is now looking to Asia. The in fve pos, Malaysia and Singapore. It also company set up a subsidiary in China in 2013 plans to launch in Indonesia next year. Asia and is sold in 10 shop-in-shops in the country. currently represents 15% of sales and this The aim is to have 50 counters there in the fgure is expected to grow to 24% of its next three years. It will also launch in fve business by 2018. Sephora stores in China this fall. In September, Although Atelier Cologne has expanded it opened a new 22m (237m ) standalone rapidly since its launch, it wants distribution 2 2 store in the IFC mall in Hong Kong. Atelier to remain extremely selective. “We don’t Cologne co-founder and ceo Christophe want, or don’t need, to be everywhere. One s Atelier Cologne aims to have 50 Cervasel expects that this boutique will be of the reasons we have been so successful counters in China in the next three years 20 November-December 2015 - N°24 - BW Confidential