Atelier Cologne plans to relaunch its presence in China in March with a revamped image and a focus on providing an improved shopping experience. 

The stores will be located at Shanghai’s IFC Mall, Beijing’s SKP Mall, and Tmall. Atelier Cologne has collaborated with two Shanghai-based Chinese retail designers from Chaos Programme to create the new store layout.

According to Sandrine Groslier, L’Oreal’s global president of luxurious fragrance brands, Atelier Cologne aims to generate 100 million euros (US$108.9 million) in retail sales in China within its first year of launch. 

The company also said China is one of its primary target markets, which is expected to account for 40 per cent of global fragrance sales over the next three years. 

“Atelier Cologne is a brand we want to reposition clearly on that market of very luxurious, premium fragrances,” Groslier told WWD. 

“We are born in France, but the reinvention of niche fragrances was clearly initiated by the young, edgy consumers in China.”

Atelier Cologne, acquired by L’Oréal in 2016, is also planning to expand into North Asia.