{"id":51398,"date":"2021-09-30T08:29:46","date_gmt":"2021-09-30T08:29:46","guid":{"rendered":"https:\/\/www.retaildetail.be\/schoonheid-verzorging\/planet-parfum-change-de-nom-et-devient-april\/"},"modified":"2021-09-30T08:29:46","modified_gmt":"2021-09-30T08:29:46","slug":"planet-parfum-change-de-nom-et-devient-april","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/nl\/news\/schoonheid-verzorging\/planet-parfum-change-de-nom-et-devient-april\/","title":{"rendered":"Planet Parfum verandert naam in April"},"content":{"rendered":"<p><strong>Planet Parfum<\/strong> en Luxemburgse zusterketen <strong>Milady <\/strong>veranderen van naam: ze heten voortaan <strong>April<\/strong>, net zoals de buitenlandse winkels van eigenaar <strong>Bogart Group<\/strong>. Met de nieuwe look hoopt de cosmeticaretailer op nieuwe groei.<\/p>\n<p><!--break--><\/p>\n<p>\u00a0<\/p>\n<h2>Focus op huismerken<\/h2>\n<p>Op 1 oktober verdwijnt Planet Parfum uit het straatbeeld. De winkels gaan vanaf dan door het leven als April. Ook de Luxemburgse keten Milady adopteert de nieuwe naam. De keuze is niet toevallig: het is de naam waarmee <strong>Bogart Group<\/strong>, die in 2018 <a href=\"https:\/\/www.retaildetail.be\/nl\/news\/drogmetica\/di-en-planet-parfum-franse-handen\" target=\"_blank\" rel=\"noopener\">het verlieslatende Distriplus overnam<\/a>, zelf al parfumerie\u00ebn heeft in Frankrijk, Isra\u00ebl en de Emiraten.<\/p>\n<p>\nDrie jaar na de overname schiet de Franse eigenaar in actie: de groep gaat voor een grotere homogenisering. Dat moet natuurlijk schaal- en synergievoordelen opleveren, maar maakt ook een grotere focus op huismerken mogelijk. Bogart heeft namelijk eigen parfumfabrieken, waar producten onder de merknaam April van de band rollen. Het merk ligt al van in het begin in de winkelrekken bij Planet Parfum, maar de groep wil er nu nog meer op inzetten. Huismerken helpen de retailer zich te differenti\u00ebren, hebben hogere marges en vermijden de prijsconcurrentiestrijd met spelers als Bol.com en zelfs Action.<\/p>\n<p>\nBij de nieuwe naam hoort ook een nieuw logo, een aangepaste strategie en een nieuwe webshop. Online zullen de Belgische en Luxemburgse klanten vanaf 3 november terechtkomen op het vernieuwd Europees platform van April, dat meer dan 30.000 referenties moet gaan aanbieden. Zo\u2019n 85% van de klanten blijkt immers zowel in de winkel als op het web aanwezig te zijn, 15% gaat uitsluitend naar de website. Om de consumenten in de winkels beter te bedienen, wil de keten nog meer gaan inzetten op advies, gratis testers en verzorgingen ter plaatse.<\/p>\n<p>\u00a0<\/p>\n<h2>Buurtwinkels voor cosmetica<\/h2>\n<p>Als locatiestrategie mikt April dan weer op nabijheid: de retailer wil de buurtwinkel van de parfum en cosmetica zijn. Ondanks de nog steeds verlieslatende positie van Planet Parfum, krijgt Tanguy de Ripainsel (voormalig CEO van de keten en nu hoofd van Bogart Beauty Retail) de opdracht het winkelnetwerk verder te ontwikkelen \u2013 eventueel zelfs met overnames.\u00a0<\/p>\n<p>\nDe nieuwe eigenaar opende in Belgi\u00eb al drie nieuwe winkels (Flagey in Brussel, Boncelles en Sprimont), er komen nog vier winkels in Dubai en Abu Dhabi bij en recent nam Bogart 38 Nocib\u00e9-<a href=\"https:\/\/www.retaildetail.be\/nl\/news\/drogmetica\/planet-parfum-moeder-versterkt-positie-frankrijk\" target=\"_blank\" rel=\"noopener\">winkels in Frankrijk over<\/a>. CEO Cyril de Montesquieu wil tegen 2025 het groeitempo nog versnellen.<\/p>\n<p>\nZusterketen <strong>Di<\/strong>, ook mee overgenomen in 2018, ontspringt de harmoniseringsdans. Voor het eerst in jaren eindigde de keten vorig boekjaar met (bescheiden) winst. Het jaar eindigde bijna een half miljoen euro in de plus, bericht De Tijd. Sinds de acquisitie zijn acht onrendabele winkels gesloten en is aan de kosten en het assortiment gewerkt. In de toekomst wil Di uitbreiden van 105 naar 120 Belgische winkels. Het geheel \u2013 Planet Parfum, Milady en Di \u2013 blijft wel verlieslatend: 2020 eindigde 1,2 miljoen euro in het rood, al was dat wel zes keer minder dan de 8,5 miljoen euro verlies drie jaar geleden.\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Planet Parfum en Luxemburgse zusterketen Milady veranderen van naam: ze heten voortaan April, net zoals de buitenlandse winkels van eigenaar Bogart Group. Met de nieuwe look hoopt de cosmeticaretailer op nieuwe groei. \u00a0 Focus op huismerken Op 1 oktober verdwijnt Planet Parfum uit het straatbeeld. De winkels gaan vanaf dan door het leven als April. [&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":[19],"tags":[],"people":[],"extra":[],"company":[],"topic":[],"region":[],"class_list":["post-51398","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-schoonheid-verzorging"],"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 verandert naam in April - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Planet Parfum en Luxemburgse zusterketen Milady veranderen van naam: ze heten voortaan April. 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