Dive Transient:
- Because it plots extra retailer openings, L’Occitane en Provence has opened a revamped boutique on the Higher West Facet of Manhattan in New York Metropolis, the luxurious private care model introduced Monday.
- The 891-square-foot area has a cell point-of-sale system as a substitute of a standard cashier counter, permitting consumers to make purchases all through the shop. The situation presents providers corresponding to mini-facials, hand massages, pores and skin evaluation, complimentary present wrapping and distant personal buying with a magnificence host, the corporate stated.
- The brand new retailer is certainly one of 5 boutiques the corporate plans to open throughout Lengthy Island, New York Metropolis and New Jersey this fall, per the press launch.
Dive Perception:
L’Occitane’s new boutique builds upon the retailer’s earlier efforts to create distinctive experiences for purchasers.
Earlier this yr, the corporate highlighted its summer time fragrances by way of the L’Occitane Greenhouse, a digital expertise drawing inspiration from the surroundings and smells of France’s Provence area. Its new brick-and-mortar location, nestled throughout the Central Park West Historic District, additionally emulates the area, with archways, terracotta tiles and different supplies generally discovered within the Provence area of France, the retailer stated.
“We’re very excited to increase our presence in New York Metropolis by way of the opening of this boutique, within the coronary heart of such an iconic neighborhood,” Yann Tanini, managing director of L’Occitane North America, stated in a press release. “This retailer presents a particular expertise, immersing guests within the essence of L’Occitane’s origins. It encapsulates every little thing that makes our model distinctive — the sense of group, the wealthy heritage of Provence, and the passionate individuals who carry our merchandise to life.”
L’Occitane’s retailer growth comes just a few years after a chapter compelled it to cull its footprint. In 2021, the corporate filed for Chapter 11 chapter safety and had deliberate to shut 23 of its 166 storefronts. Extra lately, L’Occitane has weighed whether or not to go personal. In April, the corporate’s board of administrators stated L’Occitane had acquired a proposal from chairman Reinold Geiger, who owns about 72% of its shares, to purchase the remaining shares for about 34 Hong Kong {dollars} per share and take the corporate personal.
Additionally in April, L’Occitane bought its controlling stake within the Australian skincare model Grown Alchemist for 28 million euros (roughly $30.2 million on the time), a transfer it made simply two years after buying the model in 2022.
