Viktor & Rolf on target for 100 EMEA doors by year-end

Kevin Rozario

Print Article E-Mail Article E-Mail Author

Viktor & Rolf plans to extend its reach in Europe, the Middle East and Africa this year

L’Oréal Luxury Products International’s Viktor & Rolf brand will enter another 20 to 30 doors in 2007, adding to its 75 existing locations in Europe, the Middle East and Africa. The company launched its first fragrance Flowerbomb (an edp) using a very selective strategy in travel-retail.

L’Oréal Luxury Products International marketing manager prestige and collections Nina Wegner said: “We intend to keep the brand at an extremely high luxury positioning and, with the launch of the men's fragrance Antidote, we can create a global brand just like we’ve done with Armani. We are already in all the key airports in Europe and will look at new locations and opportunities as long as we can find the personalised spaces that we require.”

In April the brand will follow up the Flowerbomb and Extreme edp launches with a lighter edt version in a bid to increase its market share in the Asian market. The range will then be extended in the second half of the year with a travel spray and a concentrated parfum.

On Monday this week (February 26), the Dutch designers Viktor & Rolf presented their autumn/winter ready-to-wear collection in Paris in a show where, once again, the designers literally took the spotlight. Each of their models paraded down the catwalk with their own overhead lighting unit attached by a rod to their backs. The effect was to emphasise that each outfit was its very own fashion show.