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The French perfume and cosmetics group Bogart has announced the takeover of 41 Nocibé stores, sold by the German group Douglas.
Douglas, owner of the Nocibé stores, had announced last January the closure of 62 stores by fall 2022 to focus on online sales.
In a press release, Bogart said it would take over “41 businesses or 38 stores via its distribution subsidiary April SAS” which would preserve no less than 221 jobs. In 2014, 14 Nocibé stores had already been taken over.
Bogart stresses that “all Bogart perfumeries will be brought under the April banner“, including the 38 Nocibé stores that the group will have acquired on October 1. The independent family business for 40 years owns nine brands of perfumes and cosmetics and achieved no less than 223 million euros in sales in 2020.
The group’s ambitions
The Bogart Group posted a net loss of EUR 4.7 million in the first half of 2021, compared with a loss of EUR 7.4 million in 2020, in the midst of the pandemic. Ebitda (earnings before interest) climbed 25.5% to EUR 13.8 million. Its turnover increased by 6.8% to 101.8 million euros. This growth is due to the strong recovery of 30.7% observed in the second quarter of 2021 in both activities of the group.
Despite the closures imposed in Germany and Israel at the beginning of the year, the second half of the year was more profitable. In addition, the group wishes to control its expenses as much as possible in order to preserve its profitability and maintain its cash flow to enable significant growth in both its revenues and its Ebitda for 2021.
Finally, we note that the group has restructured its governance with a new Comex and appointed a director of the retail activity and a director of the April perfume store network in order to consolidate its expansion.
An european expansion
Thanks to this operation, the Bogart Group doubles the size of its network of stores in France, with 71 points of sale and covering 35 new cities.
Its expansion in Europe is confirmed and consolidates its positioning as a perfumer-reseller which is driving its growth. It also strengthens its vertical integration with an improvement in the activity of physical stores, taking advantage of the opportunity to deploy its own brands in its network.
The April network will include 312 perfumeries and institutes in Europe and the Middle East and 413 boutiques in total, spread over 6 countries.
But the group is not just banking on the physical store. It is also announcing the launch of a new international e-commerce platform that will offer nearly 30,000 products and will compete with other beauty brands.
A new identity
The group wants to unify its selective network. As of October 1, Bogart perfumeries will change their name to April. This concerns 102 points of sale in Belgium and Luxembourg as well as the newly acquired Nocibé. In March 2022, the 95 perfumeries in Germany will change their name.
Synonymous with the Bogart’s renewal, April is a concept in which the experience revolves around well-being, excellent service and the desire to consume locally for a demanding and responsible clientele.
A communication campaign will be called “You are April” and will include a loyalty program of the same name.
Bogart’s CEO, David Konckier, wants to “create a bond and implement a virtuous ecosystem. An initiative supported by shared values, in which several players interact: customer, beauty consultant, brands, local associations, etc.“.
The offer is expanding, making room for new market segments such as the ‘green’ corner, electronics at the service of beauty and intimate beauty. The objective? To anchor the image of a benchmark brand, with its strong know-how and values of proximity and excellence.
Read Also > BOGART GROUP ANNOUNCES FIRST QUARTER 2021 RESULTS
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The French perfume and cosmetics group Bogart has announced the takeover of 41 Nocibé stores, sold by the German group Douglas.
Douglas, owner of the Nocibé stores, had announced last January the closure of 62 stores by fall 2022 to focus on online sales.
In a press release, Bogart said it would take over “41 businesses or 38 stores via its distribution subsidiary April SAS” which would preserve no less than 221 jobs. In 2014, 14 Nocibé stores had already been taken over.
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The French perfume and cosmetics group Bogart has announced the takeover of 41 Nocibé stores, sold by the German group Douglas.
Douglas, owner of the Nocibé stores, had announced last January the closure of 62 stores by fall 2022 to focus on online sales.
In a press release, Bogart said it would take over “41 businesses or 38 stores via its distribution subsidiary April SAS” which would preserve no less than 221 jobs. In 2014, 14 Nocibé stores had already been taken over.
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