Owning an exclusive brand is now part of the attributes of large groups. Japanese company Shiseido is no exception to the rule, having acquired the Serge Lutens brand last December.
In December 2015, the giant Shiseido signed the final deed to buy the brand of designer Serge Lutens, closing the discussions that began nine months earlier. This transaction, the amount of which was not disclosed, offers the Japanese a recognized name in perfumery and makeup.For its part, the brand has received assurances that the group will now invest and consolidate its assets through image.This will include the opening of new own stores (like those in Paris and Moscow) in the most prestigious cities in the world. In 2015, there were 2,000 points of sale in 35 countries. Serge Lutens retains the direction of the brand in order to transmit its spirit and style. The partnership between Shiseido and Serge Lutens began in 1980, allowing the Japanese brand to launch in Europe
Nicolas GOSSE
[www.sergelutens.com]
