Once passed the stock it stops everything

Do not say to Brigitte Taittinger she succumbs to the temptations of marketing. Annick Goutal perfumes Chair is also that categorical modest: the expansion of the territory of the trade mark completed with the launch of care, lingerie, jewellery products and tomorrow's make-up, "all imagined" by his friend, the creator of perfumes, swept away by a cancer in 1999. "Annick was antique shop and had a very open design that were to be found in its shops. "The female universe there was freedom of the city, one place was missing," she recalls. Sample this red lips Annick wanted to dress a holsters Golden column pointed out by a wreath of Ivy. If the project has remained in the cartons, la guirlande well decorated pots of the line of care face and body rose marketed since 2003.

Ten years ago, the first to exploit the "glamorous" potential of the brand are the Americans. The American subsidiary, which represents almost two thirds of the sales, developing an activity of small gifts on the universe of the House. Mirrors, Kleenex, dosette, pouches, boxes etc. compose a nice yard clients compete with however the risk "to destroy the image of the brand in the long term", says Brigitte Taittinger. Once passed the stock, it stops everything. Keeping the idea in a corner of his head. A decade is happening, fragrances remain the priority of the development of Annick Goutal, shareholders, the family Taittinger and Albert brother, hold tight the purse. In 2005, the company is transferred as the rest of the Taittinger group to the Starwood American. And, surprise, not only his boss, Russel Sternlicht, known his wife is fan Goutal perfumes, but mostly he credits them a real potential for growth. The new owner is ready to be empowering and speaks to open shops large enough to offer the Annick Goutal universe, accentuating the ultra-féminin side of the mark, i.e. his mind "boudoir". 30 Openings are planned in five years.

After care for face and body products, Annick Goutal has therefore proposed to costume jewelry. Sold between 60 and 160 euros exhibit, they are strategically placed near the crates and go very quickly. Signed Virginia Monroe, these annual collections inspired perfumes the House (the orientalists) or its bestiary (butterfly). Entrusted to Vannina Vesperini, lingerie launched this year is, also, the link with the perfumes: think, great love, Petite Chérie... Its implementation has an impact on the Organization of the shops, beyond the creation of the fitting booths. "We must rethink our showcases and merchandising across." "Not to mention the formation of the vendors," said Brigitte Taittinger.

Bed linen and make-up

In London, the new space Goutal develops on 80 square metres, there where the first stores were just 20 square metres. In the United States, the distribution (Saks, Bergdorf, Bloomingdale's) applauds this enlargement of the offer translating this year by 35 growth at constant perimeter retail sales. Next step The bed linen and make-up with "a short line of lipsticks and gloss." "We have no intention to compete with specialists". Diversification does not lead to neglecting the perfumes. The House will unveil Wednesday a new women's fragrance Brigitte Taittinger described as a "floral costs including the name describe the olfactory quintessence of the gardenia flower to the Japan after the wavy".

In all heads, require the crisis a blow to brake the expansion project "In principle, the crisis is the not questioning." "But it does not measure still really impacts our sector of activity, which encourages us to caution on investments," admitted Brigitte Taittinger. In addition to the United States and Dubai, priority is given to strengthening the presence of the brand in London and its implementation in some European cities.