Page 25 - RLI March 2019

GOING AGAINST

THE GRAIN

MOLTON BROWN REGENT STREET STORE
London, UK

The brand has always been about the feeling rather than quality of the ingredients sourced and how the company works
the function; never about following the trend. Its focus is always with its partners which gives Molton Brown its unique stance in
on giving its customers’ a unique experience, and creating the industry and keeps customers loyal to the brand.
collections that really make them feel individual. The founding family of Molton Brown rejected
MOLTON BROWN STORE Molton Brown continues to push the boundaries of chemical-based formulas. Way ahead of their time, Caroline
Copenhagen, Denmark
perfumery by working closely with both leading master and Burstein and Michael Collis
new generation perfumers. All are given creative freedom to made the first products by “I belIeve 2019 wIll be a turnIng
As London’s fragrance experts since 1973, Molton Brown has built a reputation compose unusual pieces, because ultimately the company feels hand, using the best materials poInt for us. It wIll see a
and developing them with an
it is the standout quality and indulgent sensorial experiences
for bold fragrances and bright colours that truly stand out. RLI speaks with Global that its customers look for. in-house trichologist in the complete relaunch of our fIne
basement of their exclusive
So how important is the new social media experience to
President Mark Johnson about the brand’s growth in recent years and its expansion the company’s current marketing strategy and growth? South Molton Street salon. fragrances, and our fIrst foray In
“We thrive in developing a ‘digital first’ culture. We’re very Today, Molton Brown strives the eaux de parfum category”
plans for the future. conscious of our customers’ evolving research and shopping to uphold this caring ethos.
habits. Our recent campaigns – such as #OwnYourBold in Looking forward, Johnson wants to consolidate its UK
support of our Jasmine & Sunrose collection – has shown we presence while expanding overseas and constantly adapt
ver the past 46 years, Molton Brown has investigating new product categories while celebrating engage in more meaningful conversations with our audiences its services and experiences in conjunction with the retail
created fragrances, shower gels, body lotions, some of our iconic collections, all the while capitalising on across social media, and this is definitely how we will keep our scene shift.
candles and hand care with a touch of London our very unique brand heritage.” strategy going in the future, especially as our ambition is to “We also want to continue fine-tuning our omni-channel
Oeccentricity, which can now be found in their The end of 2018 was an exciting time for the company, as recruit a younger audience,” says Johnson. experience and allow our distinct message to be delivered
luxury stores, five-star hotels, stylish homes and high-end December saw the opening of a boutique in St Albans, along Still continuously finding innovative ways to bring its collection accurately wherever our customer meets the brand: in
department stores across the world. with the unveiling of its new Covent Garden store, relocated to modern audiences, what really sets Molton Brown apart is the Molton Brown stores, wholesale, luxury hotels, travel retail or
With a growing international presence, the product is still on the Piazza. Outside of the UK, Molton Brown opened complexity and authenticity of its fragrances. It is the unmatched e-commerce,” Johnson concludes.
crafted in England using the finest ingredients from around the doors in Copenhagen, Denmark and New Delhi, India in
world, with specialist ranges for men and women. 2018, with an upcoming opening due at the world-renowned
The company currently has 72 standalone stores around the Hudson Yards project in New York City.
world in six main regions: UK & Ireland, USA, the DACH region, Outside of its current store portfolio, the brand sees the
the Nordics and Japan. The brand also operates a distributor Asian market as one for further consideration, as well as seeing
model in the Middle East, Italy, Greece, Cyprus and India. significant growth potential for the company in the travel retail
“Our geographic expansion strategy, as well as our robust industry within both airports and the inflight sector.
innovation plans has resulted in the brand going from “I believe 2019 will be a turning point for us. It will see a
strength to strength, experiencing positive growth for the complete relaunch of our fine fragrances, and our first foray in
fifth year in a row,” explains Mark Johnson, Global President the Eaux de Parfum category. This is the perfect opportunity
of Molton Brown. “Recently, our efforts have focused on for us to hero our heritage and do what we do best; craft the
consolidating our brand’s luxury positioning through most unexpected fragrance collections,” explains Johnson.

24 RETAIL & LEISURE INTERNATIONAL MARCH 2019