29th November 2004, 10:35 AM
WWD Monday November 29, 2004
Beauty Beat: A Spritz of Pixi Scent From Britain
NEW YORK ÷ British cosmetics brand Pixi, which was founded by the Strand sisters ÷ Petra, Sofia and Sara ÷ has created its first fragrance.
The Swedish siblings were working as makeup artists prior to opening a Pixi flagship in Londonās Soho district in 1999.
Pixi, whose current sales volume tops 1 million pounds, or $1.85 million at current exchange rates, is launching a fig- and lily of the valley-based eau de parfum as part of a collection called El Jardin de las Bigueras, or The Fig Tree Orchard. The collection also includes a fig-scented oil roll-on, a body balm and two candles. Products are set to roll into the brandās handful of U.S. doors in the spring. The line ranges in price from $15 for a travel candle to $55 for the eau de parfum.
The Fig Tree Orchard is to be the first in a series of a half-dozen Pixi fragrance collections slated for launch in the next few years.
Pixiās existing business was built on a core line of some 400 to 500 color cosmetics items in the U.K. market that claim skin care benefits with ingredients such as aloe vera in cheek colors and moisturizing lip glosses. The firm also markets about 30 skin care items. The assortment ranges in price from $15 to $58. In addition to getting into the fragrance business these days, the sisters also are planning slow growth in an already limited international distribution base of fewer than 20 doors in the U.K., U.S. and Middle East.
Co-founder Petra Strand envisions opening two more Pixi stores in London next year, as well as opening freestanding stores in the United Arab Emirates. Pixi was first brought to the U.S. four years ago by Henri Bendel. It is now carried at selected Sephora stores and independent boutiques. It could be carried in as many as 15 U.S. doors by next year, according to Petra Strand.
÷ Matthew W. Evans
29th November 2004, 10:44 AM
Re: New: Pixi
Cdric, thanks for the heads up !
Fig and lilly of the valley sounds promising !
A suivre !