gh its in-store customer experience. Niche fragrance brands have been gaining traction in the Australian market by catering to different budgets and ethical preferences, such as budget-friendly Àerre and vegan Who is Elijah. This comes as demand for fragrance is only increasing, with the global perfume market projected to grow from $48.05 billion in 2023 to $69.25 billion by 2030, according to findings from Fortune Business Insights. Bringing the vision to customers Parfums de Marly was founded in 2009 by Julien Sprecher out of a passion for the splendors of the 18th century and scent. The name of the brand was inspired by Château de Marly, the residence of King Louis XV. Parfums de Marly is now a leader in the luxury fragrance industry and sits within the top three brands across Europe, America and the UK. Its reputation has helped it secure stores in prime retail locations, such as Rodeo Drive in Los Angeles, Covent Garden in London, Rue St Honoré in Paris and the Dubai Mall. As the brand expands its presence in Apac, it will tailor its marketing approach to suit the unique market dynamics and consumer habits within the region. “We noticed quite early on that Australia was having deep American consumption habits,” Francois Debuiche, Parfums de Marly’s Apac commercial director told Inside Retail. “The profile of the retail landscape is a very offline market, people are looking for the in-store experience, and they’re looking for novelty, while some markets are more [focussed on] hero products. So we adapted our content and development to the local tastes, which are again very influenced by America.” Parfums de Marly has been available in Australia for many years through retailers such as David Jones and its online direct-to-consumer (DTC) site. Debuiche was head of the brand’s distribution reboot in 2020, which now includes the new store. The new boutique had to be in Sydney, Debuiche stressed, as it is “the major economic center for Australia”. The heritage-listed Strand Arcade building aligned with brand’s values. Moreover, the location was flagged as having a lot of exposure to tourists and locals due to its city centrality. “The more you take the customer backstage and into the creation, the more you get them interested. We want to get them interested,” said Debuiche. Not slowing down While competitors have been scaling back due to the difficult economic conditions of the last four years, Parfums de Marly had no intention of slowing down. “During 2020’s Covid situation, our strategy was never to slow down. We saw a lot of brands stop producing and stop investing. We always believe we can gain more market share, more rank by working hard in the hardest conditions,” said Debuiche. Parfums de Marly took the opportunity to rethink its distribution network and internal operations, which led to a greater focus on marketing in Australia. “There’s been a bit of the red curtain effect, which means after lockdown when stores reopened for the first time in months. They were new brands,” he said. Debuiche believes a 360-degree approach is essential for success in the Australian market. That includes online, magazines, pop-ups, department stores and ultimately a physical flagship location. The brand’s Sydney location is a manifestation of the fact that it has “always believed in Australia, even though it’s a small market by the number of inhabitants…We do exceptional volume in Australia”. What’s differentiates De Marly Globally, the luxury fragrance niche consists of a few key players, but Parfums de Marly is well-positioned for growth. Its status as a unique fragrance that cannot be found everywhere is what sets it apart from the competition, as well as the fact that its scents are long-lasting and uniquely powerful. “We have a bit of a nickname in Europe. We are the ‘neck-breaking’ brand. When somebody wears the fragrance and passes by, you get the lookback,” Debuiche said. He credits this reaction to the character of the product. In a market where people are seeking value for money, this is key to persuading consumers to spend upwards of $300 on a fragrance.