LVMH-owned beauty brand Fresh opens in France

Endaba Group

The natural beauty brand, launched in 1991, opened a 250-square-foot corner in Galeries Lafayette on Monday. The brand, whose products are inspired by age-old beauty rituals, has been progressing strongly, with estimated high double-digit sales growth and building awareness in both north America and Asia. The label wants to further invest in France, having been in the country before, but left around 14 years ago. In Europe, Fresh has two sales points in the UK with a second freestanding store to open soon in London’s Covent garden. However, it is in Asia, which Fresh entered three years ago, which became the label’s largest, generating around 70% of its revenues. It currently has 25 Fresh sales points. In North America it has around 500 sales points, primarily through Sephora, Nordstrom and Neiman Marcus. In 10 countries, the bale counts 12 freestanding stores domestically and 15 abroad. Their e-commerce currently drives 10-15% of Fresh’s sales, with Sephora.com its number=one door worldwide. For 2016, the label’s 25th year, a Fresh website is planned for France.