go from discount to luxury - plus an interview with Teresa Findlay, Vice President

by Grant Osborne, 05th October, 2010

Online retailer recently announced they were to move away from their current position of discount retailer, to 'prestige and luxury'. In their press release they state: "Brands typically will not sell to “discount” sites but have agreed to sell to based on the new Prestige and Luxury positioning of the site and the fact that is selling fragrances at full retail price. is working directly with such prestigious brands as Elizabeth Arden, Oscar de la Renta and with a wholesale distributor that gives the Company access to a wide variety of the newest fragrance brands not available through the discount channels".

The company are also moving to the US from Canada. We spoke to Teresa Findlay, Vice President of about the transition.

What are the advantages from moving to the US from Canada?

Our shipping facility has always been located in Long Island. Recently, we moved our Customer Service from Canada to our New warehouse facility located in New Jersey, with an additional office in Soho, in NYC. Being located in the heart of Manhattan has opened up opportunities to directly network with our clients and the Brands. We are in the heart of the fragrance community and was an instrumental move to grow the business.

What has prompted the decision to change from being a discount retailer to prestige/luxury?

After considerably amount of research and planning, we felt that there was an opportunity to create a premier luxury lifestyle fragrance destination, by replicating and enhancing an in-store experience at the point of sale with the glossiness and resourcefulness of a magazine. In conjunction with working directly with the top brands, we are working together on the latest product launches, expert trend reports and unrivaled fragrance advice that include in - house product training seminars.

You mention Arden and de la Renta in your release, are there any other brands you are talking to which you can tell us

We have numerous relationships on the go. It is a very exciting time, as I think we can all agree that the internet is here to stay. Online retailers are the wave of the future.

Will you be focusing on mainstream fragrance releases or will you be branching out into niche brands such as Bond No.9, L'Artisan Parfumeur, Annick Goutal etc

We are continually expanding our inventory and are now in a position to seek out new, undiscovered Brands that are not readily available in the North American market. We currently carry Bond No. 9, Serge Lutens, Annick Goutal, Miller Harris and numerous other niche Brands, hard to find, and discontinued fragrances. You'll have to stop by one day, I never wear the same fragrance twice!

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