L Etoile, chain of stores

Aktivs

The chain of stores "L'Etoile" (LLC "Alcor and Co.") is a network of perfume and cosmetic stores opened in more than 250 cities of Russia. As of July 2024, the total number of Letual stores in Russia exceeds 1000.

History

2024

Opening a store in Abu Dhabi

LETUAL has opened the fifth UAE beauty space in - a shop in the Emirati capital. Abu Dhabi He appeared in one of the top shopping centers in the city of Abu Dhabi Mall. The company's investments are estimated at 5 million (~ dollars 18 million dirhams). The company announced this on September 10, 2024.

source = LETUAL

The area of ​ ​ the LETOILE store in the capital of the UAE is 1024 m ². The preliminary average check is estimated at $82 (~ 300 dirhams). According to the company's plans, the annual turnover will amount to $8 million (~ 30 million dirhams).

The LETOILE assortment in Abu Dhabi includes about 23 thousand. SKU from 486 brands: Chanel, Dolce & Gabbana, Eisenberg , Philipp Plein and others. Perfume has become one of the top categories, it has 238 brands, including 96 niche ones. Body products, in turn, can be selected from 99 brands.

Opening a store in the UAE

On July 23, 2024, LETUAL opened the first store of the chain in the UAE. Earlier, the retailer entered the Middle East market by opening a Dolce Milk corner and a LETUAL store in Qatar's City Center Doha Mall.

The 518 m ² point is located trade in the center of Sharjah City Center Al Zahia. The amount of investments amounted to more than 5 million dollars (18 million dirhams). The average check is estimated at 150 (dollars 550 dirhams). The planned sales volume for the year is $10 million (37 million dirhams).

The range of the LETUAL store in Sharjah includes products from more than 500 beauty brands and almost 14,000 SKUs: Chanel, Lancôme, Saint Laurent, Armani, Versace, Van Cleef, Gritti, Moncler, Ferragamo, Attar Collection, Tiziana Terenzi, etc. Among the exclusive ones for the UAE are Eisenberg, Kylie Minogue, Zarkoperfume, Collistar, Antonio Maretti, Dolce Milk, etc. The emphasis is on decorative cosmetics, selective perfumes and skin care.

In 2024, the beauty retailer plans to open four more outlets in the UAE.

Entering the UAE market is a logical strategic development of the company. Beauty retailer chose the UAE, including because of the interest of local residents in perfumes - this is one of the strong directions of LETUAL. The country has a high demand for niche perfumes (especially men's), as well as products with SPF, hand care products and decorative eye cosmetics, which is explained by local culture and traditions. In addition, residents of the UAE prefer to go to offline stores rather than make purchases online. Shopping here (as in many Arab countries) is an important and favorite part of spending time and relaxing.

Dmitry Sosunov - the new general director of the Letual network

The Letual cosmetics chain changed its CEO in April 2024: Dmitry Sosunov was appointed instead of Tatyana Volodina. Read more here.

2022

Creation of the IT company "LetteTech"

Letual has registered its own IT company called Lette. The press service of the cosmetics chain announced this on July 28, 2022. Read more here.

Sale of assets in Ukraine

On June 8, 2022, it became known that L'Etoile had sold its assets in Ukraine. We are talking about the Brocard chain of stores and the distributor in the field of beauty goods Hexagone, which were bought by the French perfume holding Philippe Benacin Holding. The financial terms of the transaction were not disclosed.

According to Interfax, citing data from the Association of Retailers of Ukraine (RAU), since 2010 Brokard-Ukraine has belonged to an offshore Cypriot holding with Russian owners, and the ultimate beneficiary of Brokard-Ukraine and Egzagon was the owner of the Russian network L'Etoile Tatyana Volodina.

L'Etoile network chose Russia and sold its assets in Ukraine

It is noted that the new owner of the companies will continue the further development of the Brocard Ukraine trading network. It is known that Philippe Benacin Holding founder Philippe Benacin is also a co-owner of Interparfums, a company engaged in the development, production and distribution of perfumes and cosmetics.

By the beginning of 2022, the Brocard chain consisted of about 100 stores in 26 cities of Ukraine. The staff of the company was 1.8 thousand people. According to the company, the total turnover of the network in 2020 amounted to 4.13 billion hryvnia.

In March 2022, the L'Etoile chain of perfume and cosmetics stores denied information about the termination of trade in Russia. Rumors appeared against the background of how several foreign cosmetics manufacturers, including L'Oreal, announced the temporary closure of all points of sale and online stores in Russia against the background of a military special operation of the Russian Federation in Ukraine. Moreover, L'Etoile said that in 2022 it will open 50 new stores and significantly expand its product range.

The company focuses on brands that operate in Russia and on brands of its own brands. L'Etoile has its own production in Russia, which has all the necessary certificates, including ISO 9001:2015.^[1]

2018: More than 850 stores in Russia

As of January 2018, tens of thousands of brands of almost 150 brands are represented in L'Etoile stores. Among the partners of the network are companies such as: Christian Dior, Guerlain, Chanel, Givenchy, Sisley, Kenzo, Estee Lauder, YSL, D&G, Clarins and many others. In Moscow, as of January 2018, there were 150 stores, and in Russia the number of stores exceeds 850 opened in more than 220 cities.

1998: Opening of the first store in Voronezh

In December 1998, the first regional store "L'Etoile" was opened in Voronezh.

1997: Opening of the first store

The first L'Etoile store opened in Moscow in September 1997.

Notes