French Brand Rochas Returns To The Menswear Market

B e atrice Ferrant was founded in 2003.

Lefranc Ferrant, and serves as creative director.

Since 2007, the brand has been invited as an invited guest.

。

Prior to that, B e atrice Ferrant had held several important positions in several domestic clothing brand enterprises, including Sanli dress, Basic Editions and so on.

According to WWD, chairman and chief executive officer of Interparfums SA, Rochas's parent company, he has a crush on the design of a little rock and roll breath in B e atrice Ferrantl, and expresses the future Rochas, Philippe

It will be between the two styles of formal and leisure.

This is the first clothing business project created by Interparfums SA after purchasing Rochas brand from P&G (Procter & Gamble) in 2015.

In addition, there is a perfume product that will be introduced in the winter of 2017.

Perfume is currently the main business of the brand. Its sales in the first half of the year amounted to 13 million 700 thousand euros. The women's perfume products known as "Eau de Rochas" were the best sellers, accounting for 70% of the total perfume sales, while the men's perfume "Rochas Man" accounted for 15%. As of June 30th, the sales of women's wear products sold in 200 stores and department stores around the world were expected to be 1 million 100 thousand euros, while Philippe Benacin hopes to raise it to 12 million euros in the future.

By France

The Rochas brand, founded by Marcel Rochas, has suffered from bad luck since its appearance in 1925. After the death of Marcel Rochas in 1955, its wife called the perfume Queen "Helene Rochas" to make the company the main perfume brand. Until 1990, under the leadership of Peter O "Brien", it had not been released for 37 years.

The Rochas of the works returned to the market.

From 2002 to 2003, P&G acquired the ownership of Rochas perfume and clothing business after purchasing German hairdressing company Wella (Wella). Olivier Theyskens replaced Peter O Brien as its creative director, but the latter half insisted on the design of the semi custom (Demi-Couture) design, which led to the brand's popularity. In 2006, P&G announced the closure of the approved garment line, and only the news of perfume business was released, resulting in an uproar in the industry; 2008, the authorization of the license.

Manufacturer and distributor Onward Luxury Group (pre Gibo SpA) is responsible for restarting Rochas

Footwear business, and enabled Marco Zanini, formerly Dolce & Gabbana and Versace, to be the creative director. In 2013, No.21's founder and creative director Alessandro Dell'Acqua replaced Marco Zanini as the new Rochas.

In 2015, Interparfums SA, which owns the brand perfume rights of Lanvin, Paul Smith, Coach and Van Cleef & Arpels, bought Rochas perfume and garment business from P&G at the price of US $108 million.

In June of this year, Interparfums SA announced its renewal with Onward Luxury Group, and Alessandro Dell'Acqua will continue to be the creative director of Rochas women's wear.

It should be pointed out that Rochas did not completely disappear from the men's wear market before this. The three party companies of the Japanese integrated trading group Itochu (Itou Tada) were produced in the form of authorized merchants and sold Rochas in a specific area.

And accessories.