Within the Benelux region, Kiko currently has 28 outlets across Belgium and the Netherlands. A new location in the Cloche d’Or will add Luxembourg to this network. Photo: Shutterstock

Within the Benelux region, Kiko currently has 28 outlets across Belgium and the Netherlands. A new location in the Cloche d’Or will add Luxembourg to this network. Photo: Shutterstock

In November, the Cloche d’Or shopping centre will welcome the first Luxembourg outlet of Italian cosmetics brand Kiko Milano. The company has high ambitions for this new market.

The Cloche d’Or shopping centre is set to welcome a new retailer: Kiko Milano has taken up residence in the mall. The outlet has snagged 125m2 of ground-floor space and doors are due to open in November--just ahead of Black Friday--according to its franchise owner.

Kiko will be operated by Retailux, a limited liability company owned by Sébastien Baulin, who is Kiko’s retail director for the Benelux region. The brand, which specialises in makeup and skincare products, has until now been present mainly in Italy, its domestic market, and throughout the world via more than 1,000 sales outlets. Hitherto, however, its 28 Benelux outlets were in either the Netherlands or Belgium. But number 29 will be different. Kiko’s arrival to the Cloche d'Or opens a new chapter in the Luxembourg market.

Kiko wants to become the No. 1 makeup brand on the Luxembourg market.

Sébastien Baulin, retail director & master franchisee, Kiko Milano

At present, the brand’s nearest branches to the grand duchy are in Mont-Saint-Martin and Thionville on the French side, and Liège on the Belgian side.

“As in Italy, Kiko wants to become the No. 1 makeup brand on the Luxembourg market,” says Baulin. His ambition doesn’t stop with one shop: “We’re aiming for six to seven points of sale throughout the grand duchy. After the Cloche d’Or in November, a second outlet is planned at the Kirchberg shopping centre in December, with another one in Belval Plaza in early 2024.”

From football to retail

Kiko Milano is positioned as a professional cosmetics brand, made in Italy and focusing on colour. Its range includes both makeup and skincare products, and it offers an in-store makeup service too.

The Cloche d’Or store is set to become the flagship for the brand in the grand duchy, with a premium beauty service provided by a team of four makeup artists.

The brand was founded in 1997 by Antonio Percassi, a former Italian football player turned entrepreneur. He helped launch the Benetton brand in 1977, but has also acted as a consultant for various fashion brands. His group is now active in retailing, notably through Kiko Milano, as well as in commercial property.

This article in Paperjam. It has been translated and edited for Delano.

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