As of 1 October, the Luxembourg brand acquired in 2019 by the Bogart Group will become April. This change of identity affects both the 22 Luxembourg outlets and the 182 Planet Parfum stores located in Belgium. The French group is thus homogenising all its perfumeries in France, Israel and the United Arab Emirates.

In France, the 38 Nocibé perfumeries acquired by the group this year will also be rebranded as April on 1 October, while the 95 German shops will wait until next year.

“With the transformation of our brands, we are reaffirming our fourth place in Europe in the sector,” comments Anouk Poëy de Langlais, Bogart’s Marketing and Communication Director.

An omnichannel strategy

The group has 85% of its customers in its shops, compared to only 15% on the web. However, Bogart is seeing growth in this channel, which is why they are announcing a new e-commerce platform on 3 November, with more than 30,000 articles.

At the same time, the shop network is set to grow: Bogart mentions in a press release that “new acquisitions [...] are planned in Europe.”

Planet Parfum claims a 20% market share in Belgium and represents 27% of Bogart’s business. The group has 2,200 employees and 413 points of sale, the majority of which are located in Belgium (182), ahead of Germany (95) and France (69).

In 2020, Bogart Beauty Retail recorded €205.2m in sales, representing 80% of the consolidated revenues of the group, which also develops its own brands, such as Carven or Ted Lapidus.

This story was first published in French on . It has been translated and edited for Delano.