2023-10-27 05:00:04
The Sephora store on the Champs-Elysées reopens after six months of work (in Paris, October 25, 2023). SIMON GARCIA / ARQFOTO / SEPHORA
The red carpet is flamboyant. The air conditioning is not yet saturated with perfume smells. And the shadow and lipstick testers are intact. On the eve of its inauguration, Friday October 27, after six months of work, the Sephora store on the Champs-Elysées is ready to once again welcome a horde of customers. “On average, 10,000 people enter this point of sale every day. This attendance can increase by 50% on Christmas Eve”specifies Guillaume Motte, CEO of the brand, a subsidiary of the LVMH group.
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This gigantic point of sale, a sort of supermarket that sells 309 brands of beauty products and perfumes, ranks second among the largest Sephora stores, behind that of Dubai and ahead of that of New York, operated in the Soho district. . Its renovation should ultimately increase its sales by 20%. The brand, which employs 300 people (including 100 demonstrators employed by its suppliers), had to renovate its 1,200 square meters in use since 1996.
Worn out by extraordinary attendance, made up of 25% tourists, the store had no “never been renovated since its inauguration” by the founder of Sephora, Dominique Mandonnaud, recalls Reda Slaoui, director of architecture and design of Sephora in Europe and the Middle East.
Libre-service
The brand has hardly amended the concept imagined in 1969 in Limoges by this distribution pioneer, who succeeded in imposing self-service in a sector hitherto known for subjecting the sale of perfumes and lipstick to the advice from a saleswoman behind a perfume counter. Fragrances remain self-service. The black and white of its beginnings is still in place.
However, as its global development progresses, since its acquisition in 1997 for 1.6 billion francs or 344 million euros by LVMH, the brand has introduced more services and extended its exclusive ranges, notably those of its Sephora brand. , more profitable, and above all rolled out the red carpet for the brands of its parent company. The brand is one of the largest distributors of LVMH perfumes and cosmetics which generated 7.7 billion euros in turnover in 2022.
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On the Champs-Elysées, Dior − the most important of its beauty brands − presents all of its ranges, in a pop-up boutique located at the entrance to the store, but also in all the makeup, skincare and perfumes for men and women. Givenchy, Guerlain and Fenty Beauty, other LVMH subsidiaries, are also well off. Even if it means almost eclipsing its competitors, including Chanel, Lancôme, Armani and Yves Saint-Laurent, owned by L’Oréal, the world number one in the sector.
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