Page 27 - Sphere No.10 (Dec 2003)

S PHERE
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The ICI PARIS XL chain of perfumeries is the market leader in its sector in Belgium and enjoys a high profile in the Dutch market. It began
operations in Belgium in the 1970s, expanding into The Netherlands in 1997.The Kruidvat Group acquired the chain in 1996, joining A.S.Watson in
2002. ICI PARIS XL operates more than 150 outlets offering a wide range of branded fragrances.
more than 55,000 staff …
a wide assortment of baby products as well as electronics and gifts.
Kruidvat is also the market leader in digital photo services.
“Our most important strength is the consistent concept of all our
stores,” says Dick Siebrand, CEO of Health & Beauty Continental
Europe.“Because they are as much alike as they possibly can be, we
are able to control the operations (and the costs) in a most efficient
way, giving our organisation the strength to beat the competition.”
There is still enormous opportunity for expansion, particularly in
former communist-bloc countries such as Poland, Hungary and the
Czech Republic, where ASW operates under the Rossmann brand.
The Continental Europe division is aiming to keep up its growth
of 15-20% per year.
The Asia region also offers significant growth potential for ASW,
with China and India — potentially the two biggest markets in the
world — on its doorstep. It operates in-store pharmacies in Hong
Kong,Taiwan and the Philippines, in line with its historical devel-
opment in the region, as well as pure health & beauty outlets.
Andrew Miles, CEO of Health & Beauty Asia, believes the “fun”
aspect of the Watsons shopping experience sets it apart from other
retailers.Watsons Your Personal Store offers an unprecedented mix
of products and promotional activities — with the added angle of
“fun” built around its core health & beauty products and encapsu-
lated in the slogan:“Look Good, Feel Great and Have Fun.”
“The region is a mix of mature and immature markets, from Hong
Kong and Singapore to Indonesia andVietnam, with every country
having its own culture and customer preferences,” says Mr Miles.
“Every time you visit a store you see a hundred opportunities,”