Le Labo, Demsey says, has "huge scale potential," and it's now undergoing a retail push by building its own freestanding stores along with its presence in Nordstrom. By Kilian, by contrast, is about two years away from a "big scale-up."
But growth expectations differ for each new acquisition: Because of Frédéric Malle's refined, high-end positioning, for example, Demsey is careful not to overblow its short-term commercial horizon.
"It's a very distinct customer, and when you're dealing with a very distinct customer, you don't want to upset the apple cart," Demsey explains.
— John Demsey of Estée Lauder talks to Racked about the company's recent acquisitions. Read more at The Estée Lauder Beauty Playbook.
Thank goodness, I guess? Man they better not eff with Parfum de Therese or Une Rose.
Yes, I’d just as soon they leave the apple cart as it is 🙂
I’m visiting family in the north of England this week and the local dept store has just rejigged their beauty dept. The Tom Ford concession is now double the size it was and there is now an Instore boutique area with a Frederic Malle counter almost the same size as the one in liberty in London that’s been there for years (complete with their scented ‘wind tunnel’ chamber) right next to a brand new By Kilian counter. In the UK Estée Lauder seems to have already started the push on these brands from high end stores out into the department stores.
Ah, very interesting!