{"id":51399,"date":"2021-09-30T08:29:46","date_gmt":"2021-09-30T08:29:46","guid":{"rendered":"https:\/\/www.retaildetail.be\/beaute-soins\/planet-parfum-change-de-nom-et-devient-april-2\/"},"modified":"2021-09-30T08:29:46","modified_gmt":"2021-09-30T08:29:46","slug":"planet-parfum-change-de-nom-et-devient-april-2","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/beaute-soins\/planet-parfum-change-de-nom-et-devient-april-2\/","title":{"rendered":"Planet Parfum change de nom et devient April"},"content":{"rendered":"<p><strong>Planet Parfum<\/strong> et la cha\u00eene s\u0153ur luxembourgeoise <strong>Milady <\/strong>changent de nom\u00a0: elles s\u2019appelleront d\u00e9sormais <strong>April<\/strong>, comme les boutiques \u00e9trang\u00e8res du propri\u00e9taire <strong>Bogart Group<\/strong>. Avec ce nouveau look, le d\u00e9taillant de cosm\u00e9tiques esp\u00e8re renouer avec la croissance.<\/p>\n<p><!--break--><\/p>\n<p>\u00a0<\/p>\n<h2>Marques maison<\/h2>\n<p>Le 1er octobre, l\u2019enseigne Planet Parfum dispara\u00eetra de nos rues\u00a0: les magasins poursuivront leurs activit\u00e9s sous la banni\u00e8re April. Le nouveau nom sera \u00e9galement adopt\u00e9 par l\u2019enseigne luxembourgeoise Milady. Le choix n\u2019est pas un hasard\u00a0: c\u2019est le nom sous lequel <strong>Bogart Group<\/strong>, qui a <a href=\"https:\/\/www.retaildetail.be\/fr\/news\/cosm%C3%A9tique-et-droguerie\/di-et-planet-parfum-passent-sous-%C3%A9tendard-fran%C3%A7ais\" target=\"_blank\" rel=\"noopener\">rachet\u00e9 Distriplus, d\u00e9ficitaire,<\/a> en 2018, exploite d\u00e9j\u00e0 ses propres parfumeries en France, en Isra\u00ebl et aux \u00c9mirats.<\/p>\n<p>\nTrois ans apr\u00e8s cette acquisition, le propri\u00e9taire fran\u00e7ais a d\u00e9cid\u00e9 de passer \u00e0 l\u2019action\u00a0: le groupe veut homog\u00e9n\u00e9iser son r\u00e9seau. L\u2019op\u00e9ration doit \u00e9videmment g\u00e9n\u00e9rer des \u00e9conomies d\u2019\u00e9chelle et des synergies, mais elle permettra \u00e9galement au groupe de se concentrer davantage sur les marques maison. Bogart poss\u00e8de ses propres sites de productions de parfums d\u2019o\u00f9 sortent les produits de la marque April. La marque est pr\u00e9sente dans les rayons de Planet Parfum depuis le d\u00e9but, mais le groupe souhaite d\u00e9sormais la mettre davantage en valeur. Les marques de distributeur aident le d\u00e9taillant \u00e0 se diff\u00e9rencier, \u00e0 enregistrer des marges plus \u00e9lev\u00e9es et \u00e0 \u00e9viter la concurrence sur les prix avec des acteurs comme Bol.com, voire Action.<\/p>\n<p>\nCe nouveau nom s\u2019accompagne d\u2019un nouveau logo, d\u2019une strat\u00e9gie r\u00e9vis\u00e9e et d\u2019une nouvelle boutique en ligne. \u00c0 partir du 3 novembre, les clients belges et luxembourgeois pourront acc\u00e9der \u00e0 la plate-forme europ\u00e9enne remani\u00e9e d\u2019April, qui devrait offrir plus de 30 000 r\u00e9f\u00e9rences. Quelque 85\u00a0% des clients fr\u00e9quentent en effet \u00e0 la fois le magasin que la boutique en ligne, 15\u00a0% uniquement le site web. Pour mieux servir les consommateurs dans les magasins, l\u2019enseigne veut se concentrer encore plus sur les conseils, les testeurs gratuits et les soins sur place.<\/p>\n<p>\u00a0<\/p>\n<h2>Magasins de proximit\u00e9 pour les cosm\u00e9tiques<\/h2>\n<p>Dans sa strat\u00e9gie g\u00e9ographique, April mettra l\u2019accent sur la proximit\u00e9\u00a0: le retailer veut \u00eatre le magasin de quartier pour les parfums et les cosm\u00e9tiques. M\u00eame si Planet Parfum n\u2019est toujours pas sortie du rouge, Tanguy de Ripainsel (ancien CEO de la cha\u00eene, aujourd\u2019hui \u00e0 la t\u00eate de Bogart Beauty Retail) s\u2019est vu confier la mission de poursuivre le d\u00e9veloppement du r\u00e9seau, \u00e9ventuellement par le biais d\u2019acquisitions.\u00a0<\/p>\n<p>\nLe nouveau propri\u00e9taire a d\u00e9j\u00e0 ouvert trois nouveaux magasins en Belgique (Flagey \u00e0 Bruxelles, Boncelles et Sprimont). Quatre autres magasins seront inaugur\u00e9s \u00e0 Duba\u00ef et \u00e0 Abu Dhabi et Bogart a r\u00e9cemment rachet\u00e9 <a href=\"https:\/\/www.retaildetail.be\/fr\/news\/cosm%C3%A9tique-et-droguerie\/la-soci%C3%A9t%C3%A9-m%C3%A8re-de-planet-parfum-renforce-sa-position-en-france\" target=\"_blank\" rel=\"noopener\">38 magasins Nocib\u00e9 en France<\/a>. Le CEO Cyril de Montesquieu souhaite acc\u00e9l\u00e9rer encore le taux de croissance d\u2019ici 2025.<\/p>\n<p>\nLa cha\u00eene s\u0153ur <strong>Di<\/strong>, \u00e9galement acquise en 2018, n\u2019est pas concern\u00e9e. Pour la premi\u00e8re fois depuis des ann\u00e9es, elle a cl\u00f4tur\u00e9 son dernier exercice sur un (modeste) b\u00e9n\u00e9fice d\u2019un demi-million d\u2019euros, rapporte De Tijd. Depuis l\u2019acquisition, huit magasins non rentables ont \u00e9t\u00e9 ferm\u00e9s et l\u2019enseigne a beaucoup travaill\u00e9 sur les co\u00fbts et l\u2019assortiment. \u00c0 terme, Di souhaite passer de 105 \u00e0 120 magasins en Belgique. L\u2019ensemble \u2013 Planet Parfum, Milady et Di \u2013 reste cependant dans le rouge\u00a0: L\u2019ann\u00e9e 2020 s\u2019est sold\u00e9e par une perte de 1,2 million d\u2019euros, six fois moins que les 8,5 millions d\u2019euros d\u2019il y a trois ans.\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Planet Parfum et la cha\u00eene s\u0153ur luxembourgeoise Milady changent de nom\u00a0: elles s\u2019appelleront d\u00e9sormais April, comme les boutiques \u00e9trang\u00e8res du propri\u00e9taire Bogart Group. Avec ce nouveau look, le d\u00e9taillant de cosm\u00e9tiques esp\u00e8re renouer avec la croissance. \u00a0 Marques maison Le 1er octobre, l\u2019enseigne Planet Parfum dispara\u00eetra de nos rues\u00a0: les magasins poursuivront leurs activit\u00e9s sous [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":51396,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[27],"tags":[],"people":[],"extra":[],"company":[],"topic":[],"region":[],"class_list":["post-51399","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-beaute-soins"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Planet Parfum change de nom et devient April - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Planet Parfum et la cha\u00eene s\u0153ur luxembourgeoise Milady changent de nom : elles s\u2019appelleront d\u00e9sormais April. 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