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“ Our objective is to be sold in a quality environment and where there is good advice. This applies to all channels, whether it is perfumeries, department stores, high-end spas or pharmacies. We have a pragmatic approach [to distribution] based on whether we have favorable conditions for selling our products ” s The brand sees much potential in the Sisley president Philippe d’Ornano development of fragrance and especially make-up Would you consider selling on Amazon? Some industry players say that the brand has become more We don’t work with Amazon. You can’t sell products from parallel promotional. How would you respond? operators and products that are suspected to be counterfeits and at We have always been promotional to a certain extent. We have always the same time wish to have a luxury showcase and sell the brands had a policy of having vanity bags so people can try products that they offcially. Another key point for us is that we only work with sites that have not tried before, and of giving samples. If by promotional, you have their own [brick-and-mortar] stores, as you need to have contact mean that we encourage consumers to try our products, then yes we with the product and have advice. are promotional. However, we don’t give out umbrellas and gifts and that sort of thing. How is your business in pharmacies progressing? Pharmacies are a very small part of our distribution for the moment What are your priorities in terms of regional development? compared with department stores, perfumeries or even spas. We We don’t spend less in one country to spend more in another. We are are currently sold in around 50 high-service pharmacies worldwide. committed to doing the best we can in each country where we work. But certain pharmacists are becoming very interested in high-end We look at where the brand is in each country, where it should be and cosmetics and are motivated to give proper advice to consumers. what is its potential. It is the same with our clients. Europe remains an important market for us, representing 49% of Will you expand your pharmacy distribution? our sales. We are seeing constant growth there and are still far from Our objective is to be sold in a quality environment and where there reaching our potential in the region. In the US—our third largest is good advice. This applies to all channels, whether it is perfumeries, market—we have a great image and growth potential. We have department stores, high-end spas or pharmacies. We have a pragmatic a very exclusive distribution of 120 doors and although there is a approach based on whether we have favorable conditions for selling potential for some openings, our objective is to remain exclusive. The our products. In terms of standalone stores for example, we opened a Middle East is also growing strongly with the success of our new boutique in Las Vegas in the US as it was a pure opportunity in a place perfume. Sisley is successful in Asia, especially in China, Korea and where we not present and where we were offered a good location at Taiwan. We are putting a focus on Japan with double-digit results. a good price. We opened another in New York for the same reasons. Will we open more boutiques in the US? I don’t know. If there is a How do you see travel retail developing for the brand? good opportunity we will open another boutique. Travel retail is a place where we can reach new consumers and have The issue is where can we sell and work the brand well and have them try our products and widen the number of people who buy high- good service and build a clientele. We feel we can still do so much end skincare. We still have a lot of potential in this channel. Travel retail better in perfumeries and we see it as an opportunity for us and for has also become more interested in the skincare category in the past our retail partners. If you work with people who want to develop 10 years and retailers are more interested in the service aspect. But the sales and a high-end clientele there are things to do with different question will be the same as for perfumeries: to bring skincare to its types of distribution. right potential, the stores need well-trained and motivated BAs. n November-December 2015 - N°24 - BW Confidential 35