Page 41 - EM - EXPORT MAGAZINE PERFUMERY EDITION SUPPLEMENT

INTERVIEW

multiple distributors in one territory
will inevitably lead to the product
entering the “grey market”. This ends
up negatively affecting all parties
involved. Secondly, we encourage
the brands to engage their potential
customers in Nigeria. This is by
collaborating with us on hosting an
official launch event. We’ve learned
from experience that the launch
makes a huge impact on the sales of
the brand. Also, having the perfumers
some perfumers such as Daniel Josier and influencers or brand representatives present also
like Mr Cologne and JoeScentMe to interact with makes the product more appealing
Nigerian perfumers and fragrance lovers alike. We and authentic in the eyes of the
also try to look for ways to get people excited while consumers. We understand that not
letting them understand how much work and effort all brands can afford to do something
goes into the creation of fragrances. For instance, big but even a small gathering
for the second anniversary of the company we flew or influencer gifting can be very
out five of our top customers to Milan to experience impactful. We also encourage brands
the Esxence Perfumery Fair firsthand. We are also to share promotional materials
working on having more retail outlets in key areas of like social media images, samples,
the market which is important for the market to get branded items and anything else that
to experience the fragrances. We currently 6 retail would aid the marketing process.
branches and 10+ key wholesale partners.
EM: Can you tell us, even not in
EM: How did you organize your distribution system, details, the evolution of niche
to implement your business all over the country? brands in your country?
OO: Because Nigeria is still an emerging market it’s OO: A conversation I had with a
quite different from the markets in the west. We have client recently can help answers this
a significant number of small businesses that buy our question. She came into the store
fragrances at a small discount to resell. We call them showing me pictures of her collection
“partners”. Then we have wholesale partners who and pointing out the fragrances she
buy in bulk such as Polo Avenue and TBS Lagos. We wanted to replace and were all designer fragrances
also make a large portion of ou sales online. Because so she came to the store to buy new niche fragrance
I am a trusted person in the fragrance community, so that she can get rid of all her designer fragrances.
many of my customers feel very comfortable buying It was at that moment that I realized how much has
online based on my recommendations and personal changed since I launched Seinde Signature. Over the
favorites. Ultimately our key channel is retail and years more and more people are converting to niche
we’re working to get more stores up and running perfumes especially the wealthy Nigerians. They
before end of the year. Right now we already have feel that they need to prove they are sophisticated
about 3 more stores under development. and cultured. Niche fragrances is just one of the
differentiators they use to separate themselves
EM: How brands should engage with a distributor from the working class.On the other side, the
like Seinde Signature to give the necessary working class is also getting more interested in niche
support to make their brand successful? fragrances thanks to the more affordable options
OO: We actually have a structure in place for brands available. Nowadays, in urbanized areas of the
that we are interested in bringing to Nigeria. Firstly country everyone wants something niche and are
the brand must exclusively sell their products to beginning to significantly distance themselves from
us, Nigeria is a tricky market to navigate and having mass produced fragrances.
Claudia Stagno
39