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want something original. We are in the most prestigious segment of the market and the one that is seeing the best growth with a style of cologne that sells easily,” says Cervasel. Limited distribution has been appreciated by the brand’s retail partners. Atelier Cologne is currently sold in department stores, Sephora, its own boutiques and independent perfumeries. However, Cervasel underlines that his approach is not to give exclusivity to retailers. “We have not given exclusivity as it doesn’t let you express yourself; instead we have decided to choose a limited number of partners. The model is not based on exclusives and not on full distribution, but is in between the two, with differentiation for our partners. For example, if you go to Galeries Lafayette you can fnd a 200ml fragrance with a 30ml s Atelier Cologne now has five standalone boutiques and will open two more scent in a leather case that can be etched before the end of 2015 with a message, but you will not fnd that same offer at Sephora, so even between two partners we differentiate what we give to them,” comments Cervasel. The move to open standalone stores has been important in building the brand. The brand’s boutiques (it now has fve), which measure on average between 40m -50m 2 2 (431ft -538ft ), enable it to communicate 2 2 its concept and offer a range of services including etching on leather cases. “Our stores have helped us a lot, as you focus on doing a big number of sales in that store and pushing it before opening another one,“ explains Cervasel. Two new stores are set to open before the end of the year: one in San Francisco, US and another in Paris, France. However, although the company wants distribution to remain limited, it has ambitious VISIT GEKA AT plans to expand its reach. Atelier Cologne LUXEPACK MONACO plans to open between 200-300 doors per HALL RAVEL, BOOTH RE2/RF1 AND year and it will fnish this year with 650 pos PCD PARIS globally. The company hopes to expand its BOOTH GA10 distribution to 2,500 doors in fve years, when it expects retail sales to reach €100m. This year it will do €40m in retail sales, up from €20m in 2014. Ultimately, the goal is to reach retail sales of €300m. To achieve this and remain independent, the company may consider a stock-market entry in either Asia or the US in the next few years. n