Owning an exclusive brand is now one of the attributes of large groups. Not breaking the rule, the Japanese Shiseido made a hand last December on the brand Serge Lutens.
The giant Shiseido signed in December 2015 the final deed of the acquisition of the brand of the designer Serge Lutens, thus closing the discussions started nine months earlier. This transaction, the amount of which has not been disclosed, offers the Japanese a recognized name in perfumery and make-up. For its part, the brand has received assurances that the group will now invest and consolidate its gains through image. This will include the opening of new shops (like those in Paris and Moscow) in the most prestigious cities in the world. In 2015, there were 2,000 outlets in 35 countries. Serge Lutens retains the direction of the brand in order to convey his spirit and style. The partnership between Shiseido and Serge Lutens began in 1980 allowing the Japanese to launch in Europe