French Fragrance Retailer ‘Adopt’ to Enter Canadian Market with Stores [Interview]

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Adopt, a fragrance retailer based in France, is looking to expand its brand into the Canadian market.

The retail strategy is to open several Quebec locations in the next couple of years. Ideal spaces are 500 to 800 square feet in enclosed malls and along busy high streets. 

Marcel Rinaldy

“We are convinced that there is a huge potential in the Canadian population – open minded people with a French culture, knowing that the fine fragrances are coming from France,” said Marcel Rinaldy, President of Groupe 3M, who will be the Canadian partner/developer of the brand.

“Adopt makes the revolution in the perfume universe. Adopt is making the French Fragrance Revolution! The brand offers high quality perfumes at very accessible prices. It also distributes cosmetics, body care, skin care and home care.

“Adopt is unique. It proposes the wider range of the market with more than 150 fragrances of high quality 100 per cent made in France, created by the greatest perfumers, at an accessible price for all and respecting our planet.”

Image: Adopt

Rinaldy and his team are working with Tony Flanz of Montreal-based real estate firm Think Retail to expand the Adopt brand into Canada.

The brand has more than 180 stores in metropolitan France with more than 50 locations in overseas territories such as French West Indies, Reunion Island, Mayotte, Mauritius, Madagascar, Seychelles, New Caledonia, Tahiti, Saint-Martin. It is also in more than 40 countries with 2,600 points of sale as a wholesaler in places like department stores.

Rinaldy described the origin of the brand as “the smell is our founding sense.”

“It is the first sense we develop, the one that brings us security and comfort and even allows us to form our first emotional bonds. The human being is able to distinguish no less than 1,000,000,000,000 different odors. However, the sense of smell has become the last of the senses used, supplanted by a world overwhelmed by sounds and images. From this fact was born a great conviction: the olfactory sense plays a key role in our well being, and perfume offers us the possibility of boosting our confidence and affirming ourselves. Perfume leaves an imprint of ourselves on all those around us. It plays an essential role in our memories, in our serenity and balance. Perfume is our greatest source of emotions,” he said. 

“From this conviction was born a fight. Dominique Monlun, who, more than 30 years ago, fought so that great perfumes would no longer be reserved for a privileged circle. In 1986, he trained as a perfumer with the greatest creators in Grasse and made this fight possible: he realized that the quality of a great perfume lies in the magic of its blends, in the rigorous selection of its ingredients, in the mastery of its production. Everything else – the bottle, the muse – is futile. That’s when Adopt Parfums, the first creator of fine fragrances accessible to all, was born.”

Image: Adopt
Tony Flanz

In a post on its website, Think Retail describes Adopt as a fresh, vibrant retail concept that aims to give everyone access to fine fragrances, without breaking the bank.

“Adopt stores feature complementary items, such as sprays, body creams, candles, essential oils, as well as a range of skincare products for the face. 

“The branding is electric—joyful, colourful and positive—with vibrant packaging and an ethos that appeals to generations of consumers, who are eager to express themselves in a variety of ways. The average customer is aged 34, with 37 per cent aged 18 to 25, 42 per cent aged 26 to 45 and 21 per cent over 45 years,” says the real estate company.

Image: Adopt

“In addition, products put the planet first, with sustainability practices throughout the value chain, natural ingredients, organic ranges and eco-friendly packaging, including perfume bottles made of 90 per cent recycled glass. 

“The brand has a strong social media presence — Instagram, TikTok, YouTube, Facebook — and works with a crew of influencers who promote Adopt and its values. A regular on the pages of fashion and beauty magazines, Adopt is a proven concept with a massive global footprint that includes 2,600 points of sale (kiosks, stores-in-stores and stand-alone stores) in more than 40 countries.

“Now celebrated global entrepreneur Marcel Rinaldy, president of Groupe 3M and owner of several successful brands, has purchased the Canadian rights to Adopt and is bringing this exciting and fresh retail concept here. The stores are beautifully designed, with a modern vibe and Think Retail is delighted to work with Rinaldy on Adopt’s market entry. This is a strong tenant that is sure to be a hit, driving foot traffic among a valuable demographic.”

Mario Toneguzzi
Mario Toneguzzi
Mario Toneguzzi, based in Calgary, has more than 40 years experience as a daily newspaper writer, columnist, and editor. He worked for 35 years at the Calgary Herald covering sports, crime, politics, health, faith, city and breaking news, and business. He is the Senior News Editor with Retail Insider in addition to working as a freelance writer and consultant in communications and media relations/training. Mario was named as a RETHINK Retail Top Retail Expert in 2024.

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