Caudalie plans to open more boutique spas in Italy after positive 2017
French natural cosmetics brand Caudalie, whose products are based on the principles of vinotherapy, using vine and grape extracts, is planning to open more boutique spas in Italy.
The country is Caudalie’s second-largest European market after France, as FashionNetwork.com learned at the Cosmofarma 2018 trade show from Paolo Pozzan, the Sales Director Italy for Caudalie since last October.
“I look after the wholesale channel in Italy, which accounts for 94% of [Caudalie Italy’s] total revenue. In 2017, this was €17 million, up 17% over 2016, while the industry grew on average 0.2%. We are distributed in 2,440 pharmacies and our target is to reach a maximum of 2,600. Here at Cosmofarma alone we received about 250 requests; we will select about thirty of them, we are targeting top-notch openings,” said Pozzan.
“We are planning to expand our direct retail channel. We currently have a boutique spa in Milan, and we would like to open others within a year, possibly in Rome, Florence and Naples. Our retail expansion will also be bolstered by the arrival at the end of May of a new general manager, who will specifically look after the retail channel,” added Pozzan.
The former Country Manager of Caudalie Italy, Andrea Magnaguagno, has in fact taken on the position of General Manager USA and Canada.
Globally, Caudalie generates a revenue of about €200 million, of which €55 million comes from its domestic market, France. The other leading countries after Italy are Germany (worth €15 million), Spain (€13 million), Belgium (€8 million) and Greece (€2 million).
In the USA, Caudalie introduced a new spa concept, the 'Appartement', the French word for a flat, whose interiors are inspired by the founders' Parisian home.
The ‘Appartement’ doesn't sell products directly, but it’s a venue where, as well as testing Caudalie products, customers can relax and enjoy a tisane or a glass of wine. Caudalie currently operates four of these spas in New York and one in Los Angeles.
“About 70% of our US revenue is produced by the perfumery chain Sephora, since the pharmacy and parapharmacy channel, our traditional distribution channel in Europe, doesn’t quite exist in the USA,” added Pozzan.
Meanwhile, at the Cosmofarma trade show in Bologna, Caudalie has launched the Thé de Vigne range, featuring a fragrance, body lotion and body oil, and also introduced a revamped shower gel and shampoo line.
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