Atelier Cologne's Return To The Us: What, When, And Where

In February 2022, cult fragrance brand Atelier Cologne announced that it would be withdrawing from the North American market, including the US and Canada, from mid-March of that year. The company's online and in-person store operations in the US and Canada were shut down, with a 40% discount offered site-wide before the closure. The brand, which was bought by L'Oréal in 2016, stated that it was starting a new chapter and would be creating more modern, upmarket fragrances designed to win over a new generation of perfume lovers. While the duration of its absence was initially undetermined, Atelier Cologne has since expanded its retail presence to Asia and has indicated that it is rebranding to a luxury brand specific to the Asian market.

Atelier Cologne's US and Canada withdrawal

Atelier Colognes US and Canada withdrawal

Atelier Cologne, a fragrance brand founded by French entrepreneurs Sylvie Ganter and Christophe Cervasel, announced in February 2022 that it would be withdrawing from the US and Canadian markets by mid-March of that year. The brand, which was acquired by L'Oréal in 2016, stated that it was starting a new chapter and would be creating more modern, upmarket fragrances designed to win over a new generation of perfume lovers.

The Withdrawal

The withdrawal included the closure of both physical and online operations in the US and Canada, affecting their stores in New York and Toronto, as well as their presence in Sephora, Neiman Marcus, and Bergdorf Goodman stores. The brand's website confirmed that their e-boutique would also no longer ship to the USA, with orders only being accepted from France.

Customer Reaction

The news of the withdrawal came as a disappointment to many loyal customers, who took to social media and online forums to express their dismay. Some customers scrambled to secure their favourite scents from the brand, while others lamented the loss of a favourite fragrance house. There was also speculation about the reasons behind the decision, with some customers wondering if the brand had expanded too quickly or faced difficulties due to the pandemic and shipping delays.

Future Plans

In an email to customers, Atelier Cologne hinted at a possible rebrand and return to the North American market, stating that they would come back with a completely new Atelier Cologne. The brand also mentioned plans to create more modern and elevated perfumes to appeal to a new generation of perfume enthusiasts.

While the duration of Atelier Cologne's absence from the US and Canadian markets remains undetermined, the brand's withdrawal has left a notable impact on the fragrance community, with many customers hoping for a return to the region with a fresh offering.

PerfumeTok's reaction to the exit

PerfumeTok Reacts to Atelier Cologne's Exit from the US Market

The News

Atelier Cologne's announcement to withdraw from the North American market in February 2022 came as a shock to many fragrance enthusiasts. The brand, known for its popular perfumes such as Vanille Insensee and Orange Sanguine, had a significant presence in the US and Canada, with stores in New York and Toronto and distribution in major retailers like Sephora, Neiman Marcus, and Bergdorf Goodman.

The Reaction

The reaction on PerfumeTok was swift and emotional. Many users expressed their sadness and disappointment at the news, with some even stockpiling their favourite Atelier Cologne fragrances. One user lamented, "They were my favourite house and it was a very expensive month for me when the news broke." Another user, @Sirius0112, expressed their dismay, saying, "I'm so sad... Because AC is my favourite perfume brand. I think AC will disappear in the world..."

Some PerfumeTok influencers, like @professorperfume and @rougereview, may have also been affected by the brand's exit, as they had previously featured Atelier Cologne in their content.

The brand's vague explanation for their departure, citing the "starting of a new chapter" and the creation of "more modern, upmarket fragrances," left many users unsatisfied. One user, @gourmandnotes, shared a coupon for 40% off on the brand's website, encouraging others to stock up before the brand's departure.

The Impact

The exit of Atelier Cologne from the US market had a significant impact on PerfumeTok. Users scrambled to find alternative sources for their favourite fragrances, with some turning to online retailers like Jomashop and lorealbeautyoutlet.ca. There was also concern about the brand's future, with some users speculating that Atelier Cologne was struggling financially or that the brand would eventually disappear.

Looking Forward

Despite the initial shock and disappointment, the PerfumeTok community adapted to the change. Users shared tips and alternative fragrance suggestions, showcasing the resilience and resourcefulness of the community. There was also a sense of anticipation for the brand's return, with Atelier Cologne stating that their absence from the US and Canadian markets was "undetermined."

The exit of Atelier Cologne from the US market caused a stir on PerfumeTok, with a range of reactions from sadness to speculation. The community rallied together, sharing information and alternatives, and looking forward to the brand's potential return with new and improved fragrances.

The brand's response to customers

In an email to its North American clients, Atelier Cologne stated that it was "starting a new chapter" that would lead to the creation of "more modern, upmarket fragrances designed to win over a new generation of perfume lovers". The brand also hinted at a possible rebrand and return to the region, saying that it would "come back with a completely new Atelier Cologne".

On their Instagram account, the brand replied to US-based customers asking about a possible return date that the duration of their absence from the US market was "undetermined".

In the meantime, customers can still purchase Atelier Cologne fragrances online from select retailers, such as Jomashop and lorealbeautyoutlet.ca.

The brand's website currently only ships to France, but customers can find Atelier Cologne fragrances in select stores worldwide, including Selfridges in London and boutiques in Asia.

The future of the company

In the meantime, Atelier Cologne has withdrawn from several markets, including the US, Canada, Korea, and most of Europe. The company's website currently only ships to France, and it operates retail stores in France and Hong Kong.

There has been some speculation about the reasons for Atelier Cologne's withdrawal from various markets, including shipping issues, financial difficulties, and problems with the brand name. However, the company has not provided any clear explanation for its decisions.

Despite the uncertainty, Atelier Cologne has continued to release new fragrances and has expressed its commitment to creating exceptional fragrances that reveal emotions and capture "the movement of nature and its vibrant beauty". The company also emphasises its dedication to sustainability and the use of high-quality, carefully sourced ingredients.

While the future of Atelier Cologne is unknown, the company appears to be focusing on rebranding and creating new fragrances that appeal to a wider audience. Whether the company will return to the US market remains to be seen, but for now, loyal customers in the region will have to rely on alternative sources to secure their favourite scents.

The brand's history and founders

Atelier Cologne is a niche perfume line founded in 2009 by French entrepreneurs Sylvie Ganter and Christophe Cervasel, who married in 2014. The brand was born out of a shared dream and passion for fragrance, with Ganter and Cervasel working together to develop a line of perfumes that would restore the former glory of eau de cologne.

Ganter and Cervasel are fragrance industry veterans who met at a job interview. Ganter shared her dream of creating her own perfume brand, and the pair went on to work together, developing Atelier Cologne as their "first baby" before having a child together.

The brand was originally based in Paris and New York and is best known for its unisex citrus scents like Orange Sanguine, Pomelo Paradis, and Pacific Lime. Atelier Cologne developed a line of "colognes absolues", which took inspiration from traditional citrus and herbal blends but with a higher concentration of perfume oil, resulting in a longer-lasting fragrance.

In addition to perfumes, Atelier also offers matching scented body products such as shower gels, soaps, and lotions, as well as candles. The brand was acquired by L'Oréal in 2016, which led to wider distribution and the expansion of the product line to include other styles, like florals.

In February 2022, Atelier Cologne announced it would be withdrawing from the North American market, closing its physical and online businesses in the USA and Canada by mid-March. The brand stated that it was starting a new chapter and would be creating more modern, upmarket fragrances to appeal to a new generation of perfume lovers. While the duration of its absence was initially undetermined, the brand has since released several new fragrances exclusive to the European and Asian markets.

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