Spain’s Puig has unveiled its new direct-to-consumer brand Queendom, as the global fragrance manufacturer and distributor kicks off its direct-to-consumer model.
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Launched by Puig Futures – Puig’s recently launched incubator suite — Queendom is both a new brand and a direct-to-consumer platform that will sell fragrances and makeup to online consumers.
And, like the name suggests (a gender-play on the word kingdom), Queendom is all about empowering women. The move signals a shift away from Puig’s traditional distribution methods.
Until now, the Spanish firm has sold its fragrance and cosmetics via retail partners and multi-brand e-commerce platforms.
“Queendom is a brand and a community that celebrate women which main goal is to promote gender equality,” said Puig on its website, adding, “Queendom is a hub for building, sharing and discussing.”
Thomas James, general director of Jean Paul Gaultier and creative director of Puig brands Penhaligon’s and L’Artisan Parfumeur, will lead the launch of the new platform, according to media reports.
The Queendom range boasts travel cases and slogan t-shirts for now with plans to expand into makeup and perfumes. Queendom is currently available in the U.S, the UK and France with plans to launch into new markets such as Asia.
In 2018, Puig saw a 6% increase in net profit for the twelve months, totalling 242 million euros. Likewise, sales for the year rose to 1.93 billion euros.
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Some 86% of sales were generated outside Spain, with European markets and the United States accounting for 45% of revenues and emerging markets (including Asia) representing 41% of all sales. Spain accounted for 14% of revenues in 2018.