bareMinerals grows in France with e-commerce site launch

Patricia Mansfield-Devine reports from Rennes on the firm's expansion into France

In May, US skin care and make-up firm BareMinerals (Shiseido) will open its French e-commerce site, bareminerals.fr, to spearhead its expansion into France. The brand has been present in France since 2006 via an exclusive deal with Sephora stores, and the firm has said it aims to double its turnover in the country.At the moment, the site merely defaults to a holding page, with links to become a fan on the firm’s French Facebook page, but visitors can leave their email address to be notified of when the site starts up.

“France is one of our priorities,” said Olivier Bouillot, Director General for France, in a statement. “We want to reinforce our partnership with Sephora because we believe that the potential of our brand is even bigger.” Bouillot added that the firm’s ambition is to double its turnover in the short term without forgetting other countries with strong potential, such as Italy, Spain, Poland and the Middle East. BareMinerals currently has around 6,500 points of sale worldwide in over 30 countries, including 300 in France. However, the US, with 200 own-name stores, remains its principal market.

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