Investment group Eurazeo spent about EUR 25 million to become a minority shareholder in Ex Nihilo Paris, a perfume brand created in 2013 by Sylvie Loday, Olivier Royère and Benoît Verdier, the majority owners. The brand has earned global recognition for its iconic and widely successful Fleur Narcotique perfume.
Ex Nihilo leverages technology through its “Osmologue” machine – a high-precision fragrance blending system – to offer personalization services to customers allowing them to customize existing fragrances. The House also offers collectible pieces and unique fragrances on demand.
Since the opening of its first boutique in Paris, at 352 rue Saint-Honoré, Ex Nihilo has experienced rapid growth, reaching a global customer base through a combination of digital and physical channels, in particular in prestige department stores such as Harrods, Bergdorf Goodman, Galeries Lafayette, and Saks Fifth Avenue, complemented by selective partnerships with specialty stores, niche perfumery shops. In addition, its network of seven flagship stores serves as hubs for discovery and experimentation with personalized services. The brand has achieved a turnover of more than 50 million euros.
Eurazeo is interested in the strong potential of Ex Nihilo on global markets. After the Middle East, the brand aims to accelerate its expansion in North America and Asia.
“We have targeted the niche fragrance space given trends towards premiumization driven by consumer aspiration for uniqueness and experiences. Ex Nihilo – through its high-quality products, brand authenticity and selective distribution – is ideally positioned to benefit from the current market momentum,” said Laurent Droin, Managing Director of Eurazeo, Brands.