Acqua di Parma, now owned by LVMH, is continuing its expansion into Asia. On the 15 April the luxury Italian perfumer opened its first point of sale in Beijing: a 20 metres squared corner in the Mitsukoshi department store.

Colonia Assoluta perfume by Acqua di Parma

Organised by Beijing Artist Commercial Exhibitions Production the space, decked out in wenge and steel, marks the opening move for Acqua di Parma in the country. Gabriella Scarpa, international president of the brand, declared, “China offers great growth opportunities for a brand such as Acqua di Parma”. Two other openings are planned in China by the end of the year, of which one is planned for Shanghai for October.

Already present in South Korea, Malaysia, Japan, Hong Kong and Singapore through a network of department stores, the Italian group is now looking to expand its Asian network. Moreover, this network is one that has seen strong growth in recent years, particularly since the brand’s takeover in 2003 by LVMH. In addition to its own store in Milan, Acqua di Parma is today distributed across 30 countries in 900 selective locations.

Almost a hundred years old, Acqua di Parma was relaunched sixteen years ago by three Italian friends (Diego Della Valle, Luca Di Montezemolo and Paolo Borgomanero - also designers working in the luxury sector), and has since expanded its range to offer an “Acqua di Parma lifestyle”. This was achieved with the arrival of the line Blu Mediterreneo in 1993, then Home Fragance, Home Collection towels, Travel Collection which produces, amongst other things, leather accessories and finally the opening of a luxury spa in Sardinia. These new surroundings “mark the launch of an invigorating international project which should stimulate further, equally prestigious, openings throughout the world”, stated the president at the spa’s inauguration.

By Jonathan Fulwell (Source: Emilie-Alice Fabrizi)