Fragrance brand Atelier Cologne set to withdraw from North America
In mid-March, fragrance brand Atelier Cologne will close down its physical and online businesses in the USA and Canada. The brand, which was bought by L’Oréal in 2016 and has been working to restore eau de Cologne to its former glory since 2009, will stop commercialising its products both in physical and online retail.
In an email sent to its North American clients, whose content was reported by Women’s Wear Daily, Atelier Cologne said it is “starting a new chapter that will lead to the creation of more modern, upmarket fragrances designed to win over a new generation of perfume lovers,” and that, in order to “come back as a brand-new Atelier Cologne,” it will withdraw from the US and Canadian markets by mid-March.
Contacted by FashionNetwork.com, L’Oréal's communications department in France stated it is unable to provide further information, saying it has no “insights on foreign markets.” On Atelier Cologne’s Instagram account, which has 174,000 followers, some US-based customers wondered about the date of the brand’s possible return, to which Atelier Cologne replied that the duration of its absence from Canada and the USA is for the time being “undetermined.”
Atelier Cologne was founded by French entrepreneurs Christophe Cervasel and Sylvie Ganter 10 years ago. In North America, it operates a store in New York and one in Toronto, and is also present at Sephora, Neiman Marcus and Bergdorf Goodman stores.
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