Are Niche Brand Buy-Outs Really a Bad Thing?

Crowning Glory: Iconic Niche Brands

Crowning Glory: Iconic Niche Brands

The perfume community is very protective. All you need to do is search the subjects of European regulations, IFRA and reformulations on any fragrance forum to get an idea of just how protective perfume lovers are, and I’m right there with them. Heritage should be looked after, but at the same time, I think we all have to appreciate the fact that the world, and the industry for that matter, are ever-evolving. Things change, whether that’s because certain materials stop being available, regulations restrict their use, or because brands change hands. Change is inevitable but does that mean we have to accept it?

One of the topics that receives constant criticism is the fact that independent niche houses are being snapped up at rapid pace by big houses. So far we’ve seen Estée Lauder acquire By Kilian, Le Labo and Editions de Parfums Frederic Malle, whilst Puig have acquired Penhaligon’s and L’Artisan Parfumeur. Most recently LVMH bought Maison Francis Kurkdjian and this certainly set the tongues of the perfume community wagging, and rightly so, because it’s a big deal (although MFK has always been positioned as more ‘luxe’ than niche). More often that not, people view these acquisitions as brands selling out or a pre-cursor to their spirit, and beloved fragrances being crushed by corporate greed.  But are they really a bad thing? Or are they just a reminder that, first and foremost, perfume is a business?

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