At a time when every major luxury group wants to buy a niche perfume brand, few indie scent houses have been performing as enticingly as Memo International - whose three marques are all rapidly expanding worldwide.
After envisaging a major Parisian presence at 386 rue Saint-Honoré, where Dior inaugurated a pop-up store at the end of 2017, the luxury label will instead open a 900 m2 flagship at number 261 on the same street.
From new labels to store openings and marketing campaigns, the French luxury group continues to invest on all fronts, notably in its fashion business, whose sales boomed in H1 2019, driven by Dior and Louis Vuitton.
Though the Christian Dior Parfums store on the Champs-Élysées was vandalised last November, the luxury label still wants to make its mark on the prestigious Parisian avenue, opening a brand-new flagship at number 128.
Scores of off-calendar presentations and shows are now the norm, in parallel with increasingly intense fashion week schedules. FashionNetwork.com spoke with designers and buyers to understand the phenomenon.