Shiseido fragrance division signs Annick Goutal agreement in US

By katie Nichol

- Last updated on GMT

Related tags Marketing

The US arm of Shiseido fragrance division, Beaute Prestige International (BPI), has signed a distribution agreement with France-based luxury perfume house Annick Goutal Parfums.

Under the terms of the multi-year deal, BPI will be the exclusive marketer and distributor of Annick Goutal fragrances in the US market, effective from July 1 2010.

The brand already has a presence in up-market department stores across the US including Barney’s, Bergdorf Goodman and Bloomingdale’s, and is also distributed in Europe and Asia.

BPI spokesperson Jessica Barlow told USA that for the last 9 months Annick Goutal has been handling the distribution of its products in the US from its Paris headquarters.

BPI will maintain the current distribution channel, said Barlow, which currently stands at approximately 150 prestige stores.

Selective distribution strategy

According to Annick Goutal President Brigitte Taittinger, the brand has grown internationally through distribution in selective outlets, a strategy which is reflective of the brand’s positioning, and one which both parties are confident of continuing.

“We have total trust in the ‘know how’ of BPI USA to support the development of Annick Goutal in the states, respectful of our image and specificities,” ​she said.

“BPI’s proven strategy of growing distinctive, high-end fragrance brands in limited distribution channels seems a natural fit for Annick Goutal Parfums, and we are well-positioned to maximize the brand’s significant potential in the US market,” ​said Nicholas Munafo, President of BPI USA.

BPI distribution partnerships

The distribution agreement with Annick Goutal is the latest for BPI, which in 2009 signed an agreement to become the exclusive external distribution partner in the US for French brand Hermes Parfums.

Also included in the company’s portfolio are fragrances from Issey Miyake, Jean Paul Gaultier and Narcisco Rodriguez, which are distributed in the US through fine department and specialty stores.

BPI was established by Shiseido in 1992 in order to expand its footprint in the fragrance market via the development of prestige brands.

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