The Perfumes & Companhia (P&C) chain, which has 130 stores throughout Portugal and engages customers in its world of beauty with high-quality, personal, and trustworthy service across its network of physical and online stores, has just unveiled a new store concept at Alegro Sintra, co-created with the creative agency Malherbe Paris. This initiative marks the start of the company’s 2030 strategic plan, which sets out its vision for the years ahead, envisages an investment of 30 million euros, and includes a thorough overhaul of the shopping experience.
The new P&C store, in Alegro Sintra, with a renewed concept, new image and more comprehensive offering – Perfumes & Companhia
The new store, which opened last on October 16 in the Sintra shopping centre, is the first space to reflect the new era of P&C, offering an enhanced shopping experience- both in customer service and in the breadth of brands and products available.
In terms of its offering, the company has significantly expanded its portfolio with more than 120 new brands, bringing the total number available in P&C stores to over 300. It has also strengthened its dermo-cosmetics line-up, with brands such as Avène, Caudalie and La Roche-Posay and Vichy, as well as its make-up selection, with names including Catrice, L’Oréal Paris, NYX, and Revolution, while continuing to carry luxury brands such as Chanel.
According to Pedro Aragonez, P&C’s managing director: “This opening is the first visible step in a wider transformation process. In recent years, consumer behaviour has changed profoundly: the customer is more informed, more digital, and values authentic, personalised and convenient experiences. We felt the time was right to reinvent the in-store experience, not just aesthetically, but structurally,” he told Marketeer.
“The new concept, developed in partnership with Malherbe Paris, reflects a Perfumes & Companhia that is more modern, inclusive and closer to customers, combining technology, service and inspiration.”
In addition to placing the customer at the centre through greater interaction and a richer sensory environment, P&C’s new concept aims for deeper integration between the physical and the digital, with areas dedicated to experimentation, dermo-cosmetics, make-up and more, without losing the essence of the brand, adds the MBA graduate, holder of the Lisbon MBA- a partnership between Nova SBE and Católica-Lisbon, the two leading business schools in Portugal- in collaboration with the MIT Sloan School of Management in the US.
“Throughout its almost 30 years of existence, Perfumes & Companhia has been in constant evolution, maintaining its leadership,” he also noted in an interview with Marketeer. “The beauty market is evolving rapidly, with new categories, new players and increasingly demanding consumers. We wanted to anticipate this change and not merely react to it. The P&C. 2030 plan is therefore a proactive response: we want to lead the sector, innovating in how we serve, communicate and inspire our customers,” he explains.
To this end, P&C has set ambitious goals such as “doubling the share of online sales within two years, expanding its portfolio beyond 300 brands, and continuing to increase our active customer base,” he continues. “But more important than the numbers is the quality of the relationship with the consumer. We want to continue to be the benchmark in beauty- and now also in wellbeing- in Portugal.”
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