Latest news with #PrintempsHaussmann
Forbes
6 days ago
- Business
- Forbes
Typology Expands Into Hospitality, Proving Retail Isn't The Only Path
Clean skincare brand Typology became popular thanks to its short and clean ingredient list and ... More minimalist branding. Typology, the French direct-to-consumer skincare brand, just announced a partnership with global luxury boutique hotels MGallery Collection. The brand will have five personal care products available to hotel guests in thirty hotels by the end of the year, marking a thoughtful move into a new channel that will further its reach to new audiences. Since launching in 2019, Typology exclusively sells its products through its e-commerce website, with only a very recent entry into physical retail with its permanent corner at Parisian department store Printemps Haussmann. At a time when most brands look to diversify their touchpoints for optimal success, Typology is going against the tide of traditional omnichannel strategies. What can we learn from a brand that's not going after imminent retail expansion, instead venturing into hospitality. Typology is one of the few brands that seems very committed to the direct-to-consumer model it was founded upon, refusing to partner with beauty retailers even six years after launch. This move is uncommon, with the majority of beauty brands eager to obtain partnerships with Sephora, Ulta and other beauty retailers after a few years of activity and traction. Founder Ning Li is clear on the reason behind this unique channel strategy: he wants full brand control. 'We don't want our brand to be sold at places where we don't have total control of the shopping experience,' he said to WWD. 'So far, we remain very much on our DTC route.' In confirming his vision for the brand's channel strategy, he implies that controlling the brand experience is more important than growing its reach and being made available to as many potential customers as possible. Selling only via its e-commerce site has many advantages: content around the brand is carefully created, with education around product components and skincare routines shared exactly how the brand wants to with consumers. In addition to strong storytelling, a direct-to-consumer channel unlocks direct access to consumer data and relationship, which allows for better retention, personalization and loyalty. It's a bold move, but given that the brand is still considered to be in its early growth stage according to the founder, ensuring strong brand equity and loyalty from existing customers is the priority. Typology has made it clear it is not interested in expanding into retail. 'Typology is a direct-to-consumer brand, not sold at any other retailer in the US (Sephora, Amazon, Ulta, Walmart, Credo, Target, or department stores). You will only find authentic Typology products at through our mobile app, and at our physical store location at Printemps Haussmann in Paris,' states the brand's website. As explained before, it's about maintaining brand control. But entering the hospitality channel is a thoughtful approach that is beneficial to the brand for two reasons. First, it obviously brings in a new revenue stream, with a B2B channel that allows the brand to grow volume sales while steering clear of retail's tight margins. It likely isn't the main driver of this decision though. Indeed, from a brand perspective, it enables Typology to grow its reach and unlock brand trial with international hotel guests who may not be familiar with the brand. 'When the partnership opportunity came up, it appeared to me as a very good way to have curated places — but not necessarily shopping destinations — where people can experience our products in a different way, as a complement to our online experience rather than as a distraction to our brand-building exercise,' shared Li. In partnering with a hotel group rather than a retailer, Typology founder Ning Li shows that there are other, more innovative and maybe complementary ways to grow brand reach and trial. By developing a range of hair and body care products for premium boutique hotel destinations, Typology is extending its brand beyond its own ecosystem without diluting its equity. MGallery is a range of upscale boutique hotels that shares a similar ethos with Typology, focusing on quality and elevated lifestyles with an approachable yet premium feel. 'As we are in this momentum, we want to have a very few but really curated partnerships,' said Xavier Royaux, chief marketing officer of MGallery Collection, to adding that 'We have the same approach on wellness and beauty. We are about quiet luxury.' This complementary vision allows Typology to expand its brand in a coherent way and creates a new brand touchpoint that will enhance customer experience for hotels while potentially recruiting new brand customers. By introducing its brand and providing an elevated personal care routine to guests of the MGallery Collection hotels, Typology is enhancing its visibility and allowing for product experimentation while maintaining brand integrity. Both parties are benefiting from such collaboration, enabling MGallery to provide a differentiated, elevated routine to its guests while helping Typology reach new audiences globally, boosting brand visibility and affinity. Hospitality is a great way to make product placement extremely relevant both for the brand and consumers, in a setting that clearly feels more exclusive than retail shelves.
Yahoo
14-03-2025
- Entertainment
- Yahoo
Bourgeois beverages and the best coffee in town: Where to drink in Paris
Drinking in Paris is a different ball game to London. It's more moderated; the French aren't completely pickled at 5pm on a Tuesday. Until recently, however, Paris's drinks scene was surprisingly limited. Who remembers the viral tweets of people ordering oat milk lattes and being told 'Non'? Although many of Paris's bars are institutions, immortalised in romantic ideas of Hemingway ordering a dry martini at Les Deux Magots, getting a decent craft beer or a soft drink not laden with sugar used to be tricky. But no longer. A new wave of sobriety has swept through the capital, this one full of joy, colour and fermented juice. Gone, too, is Paris's reputation for bad coffee, with hipster-happy cafes left, right and centre. Even the cocktail bars have had a makeover: Hemingway could have had his dry martinis on tap. Whatever your tipples, here's where to drink in Paris. It's a sacrilege to write this in a newspaper, but at Bonjour Jacob, ditch the news and dive into the escapism of coffee-table travel magazines. A vinyl and indie magazine shop-cum-cafe, the coffee is strong enough to jet-propel you around Paris all day. There are now three in Paris, the others at Canal St Martin and Printemps Haussmann, but the monochrome branch in Paris 6, which looks a little like a cassette tape, is the most aesthetic. Matcha lattes with oat milk are always on the menu. Read more: The best budget hotels in Paris Crates of fruit stacked along the walls give you a vitamin boost just by looking at them, and that's exactly what you get from Jah Jah by Le Tricycle's juices. It's hard to decide which is more colourful, the drinks or the window display. Hibiscus or ginger are mainstays, and the 'guest' juice changes daily. There are regular evening events and DJ sets where you can boogie around, goblet of fruit in hand, with no fear of a hangover. Read more: The best free museums in Paris A better cup of coffee is hard to come by. Café Pigalle is the epitome of Pigalle's gentrification. Boasting wood-panelled rooms with ceramic and cork lamps, it's like a mash-up between an IKEA showroom and a Finnish sauna – worlds away from the gaudy neon lights of neighbouring sex shops. Pair your coffee with a snack: the dark chocolate and sea salt cookies are heaven for those without a sweet tooth. Limited savoury dishes sell out early. Le Clos Montmartre isn't a bar at all, but a museum and a vineyard. Back when monasteries produced the majority of the country's wine, Île-de-France was the largest wine-producing region of France, outstripping even Burgundy and Bordeaux. Now, there are (understandably) very few vineyards in central Paris. This is the oldest, and the first grapes were harvested here in 1934. For €39, you get a tour of the vineyard, a tasting, and entry into the museum. Read more: The best vegan places to eat in Paris, from restaurants to patisseries In a concept that would make many old Franchouillards roll their eyes, Paris's bistrots are (finally) starting to embrace alcohol-free options. Non-drinkers who've ever bemoaned being stuck with a sugary soda or a tap water rejoice: 'sobrelier' Benoît d'Onofrio has invented a range of fermented, all-natural and short-circuit drinks to pair with any dish – all alcohol-free. As d'Onofrio says, a sommelier is 'one who studies drinks, not just wine'. Although he has plans to open a restaurant with a weekly rotation of guest chefs, at present you can only taste his creations in his workshop, La Sobrellerie. 114 Rue de Meaux, 75019 It could be argued that this is a bar for people who hate cocktails (ironic, when the menu has 27 of them). In fact, it's a bar for people who hate the faff that comes with cocktails. The first bar in France to serve exclusively cocktails on draught changes its menu each week, and prices are extremely reasonable (no more than €14 euros for an alcoholic beverage or €10 for a mocktail). It fills up as soon as the doors open, but the ease of pouring cocktails like pints means that however buzzing it is, you'll never wait long to be served. Read more: The best things to do in Paris Guillotining their monarchs didn't stop the French fascination with everything that's glittery and gold. Unfortunately, a night in a palace hotel will set you back thousands. Fortunately, some have found a way of (almost) catering to the masses. Sure, a cocktail at Les Ambassadeurs, Hôtel de Crillon, will set you back €30, but the decor is worthy of Versailles. Think walls painted with cherubs, mirrors and gold gilding, and chandeliers heavy enough to decapitate a royal. Flavours are seasonal and original. Butternut squash with whisky and maple syrup? It works. Now somewhat of a countrywide institution, it's hard to beat LBF for French craft beers. The original is in Pigalle, sandwiched between drag clubs and sex shops, popular with moustache-twirling hipsters. Expect pine-infused beers, flavours such as pepper and raspberry or sour apricot, and plenty of crafty brewery classics. You can even take a workshop and learn to brew your own. Read more: The six Paris districts you should know
