On Thursday, 11 September, the elegant salons of the Italian Embassy in Paris transformed into a refined sensory stage. Italian haute parfumerie house Xerjoff hosted an exclusive luncheon curated by Michelin-starred French chef Yannick Alléno, blending gastronomy with fragrance to mark a pivotal milestone: the launch of Xerjoff’s first boutique in France.
The Xerjoff Paris boutique. – DR
On 1 October, Xerjoff will open the doors to its Paris flagship at 318 Rue Saint-Honoré, nestled in the heart of the capital’s high-luxury district. The opening represents a strategic move for the Turin-based brand, founded in 2007 by Sergio Momo. “Opening a boutique in France, a country that has contributed so much to the history and development of perfumery, is a defining moment,” said Momo.
In parallel with the boutique debut, Xerjoff is launching a multisensory collaboration with Yannick Alléno titled “Saveurs Olfactives.” The project pairs fine cuisine with signature scents, offering guests at Pavillon Ledoyen a chance to experience the p.33 fragrance reimagined as p.33 x YA. Served under a bespoke fragrance cloche, the perfume accompanies the tasting. Following its Paris debut, the experience will travel to Monaco, London, Seoul and Dubai.
Xerjoff fragrances are currently available at over 1,400 retail locations across 130 countries. In France, the brand can be found at high-end perfumeries such as Nose and Jovoy. Xerjoff now operates 13 standalone boutiques globally, including locations in Monte Carlo, Dubai, Milan, and Kuala Lumpur. Its online platform extends delivery to more than 60 countries.
In 2007, Sergio Momo and Dominique Salvo co-founded Oystersin in Turin to develop and establish the Xerjoff brand. Two years later, they revived the historic Italian fragrance house, Casamorati, which was originally founded in 1888.
Since 2018, the company has operated under the Xerjoff Group name, overseeing nearly the entire value chain in-house — from design and formulation to quality control, logistics, marketing and e-commerce.
Xerjoff generates the majority of its revenue through international exports. In 2023, the company reported a turnover of €50 million, up from €39 million the previous year.
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