French chain of perfumeries, Beauty Success expands into Africa

By on October 21, 2016

The French chain of perfumeries, Beauty Success (BS), has opened new retail outlets in Fes, Morocco. The new Moroccan outlet will be operated by the Fatima-Zohra Loudghiri franchise and will be the eighth to be opened by BS.

Without slowing its development in its home country, the company wants to carry on the expansion of its network by focusing on internationalization thanks to its concept, now ready for export.

The partnership with CFAO should enable Beauty Success to open about twenty new stores in the coming years in different countries in sub-Saharan Africa. The shops will be open primarily in shopping centres operated by CFAO in countries such as Cameroon, Congo, Ivory Coast, Gabon, Ghana, Nigeria, the Democratic Republic of Congo and Senegal.

The first beauty shop opened in September 2016 in Abidjan, Ivory Coast.

For its international development, the company said it had given priority to “emerging countries recording high growth rates and structuring their retail environment.”


The company intends to achieve this development in the same way that succeeded in France: by relying on local entrepreneurs interested in the franchise and master-franchise model and with a good knowledge of the perfume industry and beauty salons.

For these African shops, Beauty Success will keep the architectural design as well as the same codes than in France. However, the product offer will be adapted to the country’s specificities and to local consumption habits. To ensure the transmission of its know-how, the company will provide the same training than in France, and will also propose intensive training periods in its French sales outlets.

The partnership with CFAO will enable Beauty Success to settle in luxurious shopping malls alongside other European retailers who also joined the company’s brands pool, such as shoemaker San Marina, chocolate seller Jeff de Bruges, or food chains El Rancho and Baïla Pizza.


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