Infra and Perfumarie to launch joint venture retail concept in Asia
Infra Apparel Group has teamed up with Perfumarie, the brand incubator for sensory companies from around the world, to create a new joint venture to expand Perfumarie’s reach into Asia.
The JV will exclusively operate Perfumarie in Greater China, Taiwan and Singapore to enable the brand to benefit from Infra’s expertise in scaling-up luxury brands in the region.
Inspired by its home studio and private club in New York’s SoHo, Perfumarie will showcase its brand portfolio in the region through immersive experiences in shoppable retail labs which will be designed by interior design company AvroKO.
The first Perfumarie digital retail store will launch in the summer of 2021 and will be followed by the opening of two flagship locations in Shanghai and Beijing next autumn.
Richard “Ricci” Kisembo, chief executive and chief marketing officer of Infra, said: “Infra believes that Perfumarie’s overarching model is the future of individually experiencing visceral scent driven products. We look forward to leveraging Perfumarie’s design and sourcing expertise to curate provocative scent experiences.
“The niche scent and complexion segment continue to grow exponentially in Asia, especially with the Chinese consumer’s advent into personalised experiences, and we intend to be a forefront actor, catering to this need to differentiate.”
