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Perfumery Brand Marionnaud to Upgrade All Stores With Premium Concept

The selective perfumery brand Marionnaud is continuing the modernization of its points of sale initiated more than a year ago with its store in the Westfield les 4 Temps shopping center in La Défense . Premiumization of the offer and eco-responsibility are at the heart of this remodeling, like the store at number 203 rue de la Convention, in the 15th arrondissement of Paris, which reopened its doors after several months of work.

Opened 20 years ago, this store and its 298 square meters had not been revamped for ten years. “Inspired by the new eco-designed and connected concept unveiled in 2023 at La Défense, the Convention store promises an even more high-end experience to its customers,” says Gabriele Pellegrini, Marketing Director of Marionnaud.

In this store, the perfume brand has introduced a new 80 square meter space dedicated to the institute including three Marionnaud cabins as well as a cabin in collaboration with the Swiss high-end cosmetics brand La Prairie. In the same vein, Marionnaud has installed corners dedicated to major brands such as Chanel, Elisabeth Arden, Clé de Peau Beauté, Clarins, Hermès, Givenchy and Guerlain. In addition, new names are making their debut in this store such as Mont Blanc Collection, Nuxe, Sanoflore, Shu Uemura, Le Soin Noir Givenchy and L’Oréal Pro.

In terms of sustainability, Marionnaud has created a Green Corner where eco-responsible organic or vegan skincare brands are displayed. The brand also offers, in partnership with L’Oréal, a perfume refill service, allowing customers to refill their fragrances from the perfume station provided. Finally, the store has recycling bins, where customers can return and sort their empty beauty products.

Marionnaud is also banking on omnichannel. Indeed, a connected screen offers an expanded assortment even when the products are no longer in stock or the brand is not present in the store. Customers can thus make their selection before having their order validated by a saleswoman in store. They can then receive it at home or by Click & Collect in store.

“This new concept is part of Marionnaud’s store renovation strategy, launched last year. In 2024, Marionnaud plans to renovate twice as many. Currently, only the stores in La Défense and Convention are adopting this new concept, but all the stores aim to become more premium and modern at different levels,” explains Gabriele Pellegrini. Marionnaud

Bought in 2005 by AS Watson, a subsidiary of the Chinese Hutchison Whampoa, Marionnaud employs 3,000 people and has stores in France, Switzerland, Italy, Austria, the Czech Republic, Romania and Slovakia. In 2022, the AS Watson group recorded a turnover of 22 billion dollars (20 billion euros).