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The
ICI
PARIS XL chain of perfumeries is the market
leader in the sector in Belgium and also enjoys
a high profile in the Dutch market, reaching
a broader target group than is customary in
the sector. With more than 150 outlets, each
store is characterised by stylish, contemporary
design while the range of luxury fragrances
includes all the most exclusive top brands.
Founded in Belgium in the late 1970s, ICI
PARIS XL means "This is Paris".
The name is derived from train trips taken
by the founders to buy their perfumes at famous
stores in the French capital. "XL"
refers to the location of the first shop in
Ixelles (pronounced "XL"), a suburb
of Brussels.
After its acquisition by the Kruidvat Group
in 1996 (subsequently joined A.S. Watson in
2002), the ICI PARIS XL brand expanded rapidly
through opening new stores and enlarging,
refurbishing and relocating existing outlets.
The brand migrated to the Netherlands 1997
and subsequently expanded at an amazing speed,
averaging at least one new store opening per
month.
Sales of perfumes and fragranced products
account for more than half of total sales,
whereas treatments (including sun-care products)
constitute 30%, and make-up and accessories
the remainder.
The secret of the brand's success is in the
service. When customers want information they
are never overwhelmed by too many assistants
or choices. Instead, the beauty consultant
guides them through the different possibilities
to fit their exact desires, character, skin-type
and more. This individual philosophy is one
of the reasons why the ICI PARIS XL brand
is still growing strong in Europe.
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