Atelier Cologne: A Resurgence In The Fragrance World

In March 2022, Atelier Cologne closed its physical and online businesses in the US and Canada. The brand, which was bought by L'Oreal in 2016, has not given a clear explanation for its exit from the North American market, but has hinted at a rebrand and possible return. While some customers have expressed disappointment, others have speculated that the brand is struggling due to shipping delays, competition from other brands, and financial difficulties caused by the Covid pandemic. As of October 2024, there is still no news on a possible return date.

Atelier Cologne is withdrawing from the US and Canada

Atelier Cologne, a cult-loved brand founded by fragrance industry veterans Sylvie Ganter and Christophe Cervasel, is withdrawing from the US and Canadian markets by mid-March 2022. The brand was bought by L'Oreal in 2016 and has been a staple in any popular perfume store across the US and Canada. However, the exact reasons for this decision remain unclear.

In an email to its North American customers, Atelier Cologne stated that 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." The email also hinted at a possible rebrand and a return to the region, with Ganter and Cervasel planning to "come back with a completely new Atelier Cologne."

This decision has left loyal customers scrambling to secure their favourite scents from the brand, with many expressing their disappointment on social media platforms such as TikTok and Reddit. Some customers are also concerned about the availability of specific fragrances, such as Orange Sanguine and Vanille Insensee, which have gained a dedicated following.

The withdrawal from the US and Canadian markets will result in the closure of Atelier Cologne's physical stores in New York and Toronto, as well as the discontinuation of its online business in these regions. The brand's presence at retailers like Sephora, Neiman Marcus, and Bergdorf Goodman stores will also come to an end.

While the future of Atelier Cologne in the US and Canada remains uncertain, the brand's popularity and dedicated customer base suggest that a return to these markets, even with a new image, could be successful. In the meantime, customers are encouraged to stock up on their favourite fragrances before the brand's exit.

The company has not given a clear explanation for this move

Some have speculated that the decision to withdraw from the North American market may be due to key ingredient shortages, with some of the brand's unique ingredients no longer available. Others have suggested that the brand may have been struggling financially, pointing to the fact that their products were often on sale and that there seemed to be a decline in sales. There is also speculation that the brand may have been unable to compete with other companies in the perfume market.

It is worth noting that Atelier Cologne was acquired by L'Oréal in 2016, and some have suggested that this may have played a role in the decision to withdraw from the North American market. Some customers have expressed disappointment and frustration with the lack of communication from the company, and many are unsure if or when the brand will return to the region.

L'Oreal has bought Atelier Cologne

L'Oréal has bought Atelier Cologne, adding the niche fragrance brand to its luxury portfolio. The acquisition was announced on 30 June 2016, with L'Oréal stating that Atelier Cologne would ""perfectly complement" its brand portfolio.

Atelier Cologne was founded in 2009 by Sylvie Ganter and Christophe Cervasel, a husband-and-wife team. The brand specialised in niche perfumery, creating and manufacturing ""Colognes Absolues", pure perfumes that blend citrus notes with natural raw materials.

Prior to the acquisition, Atelier Cologne had a strong distribution network, with over 800 points of sale in 40 countries, including popular retailers such as Sephora and Neiman Marcus. The brand also had six stand-alone stores, with three in France, two in the United States, and one in Hong Kong.

The purchase by L'Oréal signalled the growing importance of niche perfumery in the beauty marketplace, which was skewing towards premiumisation. Nicolas Hieronimus, President of L'Oréal Selective Divisions, emphasised that "alternative perfumery is currently a high-growth segment".

Following the acquisition, Atelier Cologne fragrances became even more prominent in the US and Canada. However, in 2022, Atelier Cologne withdrew from these markets, with online and in-store operations in the US ceasing by mid-March. The brand has also reduced its presence in Europe, with reports of products being discontinued or discounted in various countries.

While the future of Atelier Cologne in the US and Canada remains uncertain, the brand continues to have a presence in Asia, with retail operations in Hong Kong and reports of a focus on the Asian market.

The brand will shut down its physical and online stores in the US and Canada by mid-March

Atelier Cologne is set to withdraw from North America, shutting down its physical and online stores in the US and Canada by mid-March. The brand, which was bought by L'Oréal in 2016, has been working to restore eau de Cologne to its former glory since its founding in 2009. In an email to North American clients, Atelier Cologne announced that it is "starting a new chapter" and will be creating "more modern, upmarket fragrances" to appeal to a new generation of perfume enthusiasts.

The decision to withdraw from the US and Canadian markets has left loyal customers scrambling to secure their favourite scents from the brand. The company's departure from North America is accompanied by a massive sale, with 40% off the entire Atelier Cologne website using the code THANKYOU40.

Atelier Cologne's exit from the US market has been met with disappointment, with some customers expressing their love for the brand's fragrances, such as Vanille Insensee and Orange Sanguine. The brand's perfumes were available at popular stores like Sephora, Neiman Marcus, and Bergdorf Goodman, as well as in its own stores in New York and Toronto.

The closure of Atelier Cologne's physical and online stores in the US and Canada marks a significant change for the brand and its customers. While the future of the brand is uncertain, Atelier Cologne has hinted at a possible rebrand and return to the region, stating that they will "come back with a completely new Atelier Cologne."

Atelier Cologne's founders have hinted at a rebrand and a possible return

Atelier Cologne, the perfume brand founded by French entrepreneurs Christophe Cervasel and Sylvie Ganter, is discontinuing its operations in the United States and Canada. The brand, which was bought by L'Oréal in 2016, announced that it would be closing its physical and online businesses in both countries by mid-March 2022. This has left loyal customers scrambling to secure their favourite scents and wondering about the future of the brand.

In an email to its North American clients, Atelier Cologne hinted at a possible rebrand and return to the region. The email stated that the company was "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". It also mentioned that founders Ganter and Cervasel would "come back with a completely new Atelier Cologne". However, the duration of the brand's absence from the US and Canadian markets is said to be "undetermined".

The withdrawal from North America follows a similar move in Europe, where Atelier Cologne has stopped distributing its products in several countries and has closed its European website. The brand still has a retail presence in Asia and, as of last year, was reportedly rebranding to focus on the luxury market in that region.

The discontinuation of Atelier Cologne in certain markets has been attributed to various reasons, including key ingredient shortages, high competition, and a decline in sales and demand. Some customers have also speculated that the brand name and packaging may have contributed to the decision, as the word "cologne" may have limited its appeal to female customers or those seeking more elegant or fancy options.

While the future of Atelier Cologne in North America remains uncertain, customers can still purchase the brand's perfumes at select retailers, such as Sephora, Bergdorf Goodman, and Neiman Marcus, until mid-March. A 40% discount on the entire Atelier Cologne website was also offered to customers before the brand's exit from the region.

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