Newly established holding company Nichebox acquires Paris-based niche fragrance brand Maison de Parfums Liquides Imaginaires. This purchase is the first for the portfolio created in June by Dino Pace, formerly of Perfume Holding and Diesel, with more reported to close before the end of the year.
WHO: Paris-based Maison de Parfums Liquides Imaginaires was founded in 2011 by designer Philippe Di Méo and fragrance distributor David Frossard. The brand has five trilogies across 15 fragrances with the intent to imagine a new relationship with perfume based on the spiritual, mystical, symbolic, and emotional virtues.
Nichebox is a new fund launched last June by Former Director of Perfume Holding Dino Pace as a platform to provide a group of niche fragrance and skincare brands financial and industry expertise. Nichebox has the backing of private investors and a Swiss fund. Pace considers himself and the fund as a partner instead of a purchaser of brands. Their strategy keeps the founding creators involved in a meaningful way to ensure continuity in the vision of the brand.
IN THEIR OWN WORDS: “We have great ambitions for Liquides Imaginaires. This brand has a huge potential, in particular in China,” Dino Pace told Premium Beauty.
“We are very proud and enthusiastic about this new step taken by Liquides Imaginaires, the time we are living for Niche is both exciting and challenging and requires not only great professionalism and creativity but a strong team and strong financial back up to challenge our competitors. With this support Philippe and I are confident that we will succeed in putting Liquides Imaginaires among the great luxury brands of tomorrow,” David Frossard told Fragrantica.
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