BW Confidential - Issue #8 - October/December 2011 - (Page 15)

Companies on the move Technico Flor on the up France-based fragrance creation house Technico Flor is looking to further develop in emerging markets, build business in Europe and attract bigger clients. The company, which celebrated its 30th anniversary in June, already has a strong international presence, with export accounting for 65% of business. It operates a subsidiary in Miami, US and entered China in 1997 and went on to set up a joint venture there in 2004. “The idea was not to move business out of France, but to be near clients and bring our products to the US and China,” explains founder and president François-Patrick Sabater. The company also has offices in Dubai and Singapore. Given the potential of the Brazilian fragrance market, Technico Flor is now looking at expanding there through a joint venture or acquisition. India is also on the company’s radar. However, that is not to say that France is being ignored. “France is more conservative than a lot of other markets and there are many fragrance companies that have been around for a long time there. But with 30 years of experience, we are now being looked at more seriously and think we can build our business in France,” says Sabater. Proof of its commitment to France was the inauguration of a new creative center devoted solely to fragrance. The company invested €1.5m in the 500m2 (5,382ft2) center, which it says represents another guarantee of the quality of its products. In addition to market expansion, Technico Flor also hopes to attract bigger clients and make core lists of some of the market’s majors. It aims to do this “not by competing directly with other fragrance houses, but by offering something different”. This offer includes Natflor, compositions containing raw materials that are 100% natural, and Natfair, compositions that are natural, but also fair trade. “There are companies that can offer natural fragrances, but very few can offer natural and fair trade as well,” comments managing director Patrice Rouan. Technico Flor reported sales of €33m in 2010 and is forecasting a turnover of €35m this year. n At a closer look, packaging reveals beauty! Visit us at Luxepack Monaco 2011 Stand DE7 Hall Diaghilev center in France s Technico Flor has invested €1.5m in a new creative October-December 2011 - N°8 - BW Confidential

Table of Contents for the Digital Edition of BW Confidential - Issue #8 - October/December 2011

- Brand & retail news recap
- Companies on the move
Take note
- Market facts, figures & trends
Best of BW
- Highlights from our e-publication
- The latest in fragrance, skincare & make-up
- Estée Lauder Companies group president international Cédric Prouvé
Insight: Fragrance
- Category overview
- Retailer roundtable
- Retailing strategies
- Rare fragrance brands
- Launch roundup
- Spa chains
- Spa case studies
- E-commerce
- Store concepts
Travel retail
- Sector analysis
- Hainan & China Duty Free Group
- Retail concepts
- Passenger habits
- Industry experts on harnassing the power of social networks
- Six up-and-coming beauty brands
Market watch: Russia
- Country overview
- Prestige retailing
- Industry viewpoint
- Market outlook
- Sustainabilty
- Trends
Last word
- Buyology Inc president & co-founder Donna Sturgess

BW Confidential - Issue #8 - October/December 2011