Fragrance Du Bois works with Asia Plantation Capital to cement supply for sustainable oud

Fragrance Du Bois has cut out the middlemen in part of its supply chain by acquiring its own source of the perfume ingredient, oud. Oud (also known as agarwood) comes from the Aquilaria tree, and is in high demand from high-end brands in the fragrance industry. Natural oud provides fragrance with depth and longevity.

With demand increasing and finite supplies dwindling, Fragrance Du Bois decided to work with sustainable plantation company Asia Plantation Capital. Initially, Fragrance Du Bois will be investing more than US$5 million over the next 12 months in plantations that will be managed by Asia Plantation Capital, financed by private equity and perfume industry partners who have recently joined the company.

Fragrance Du Bois' oud (agarwood) and perfume oil plantations will be managed by Asia Plantation Capital, which is expanding beyond Aquilaria trees to patchouli, vetiver, tonka beans, bamboo, rose, pine, cypress and lemongrass, with many others in the pipeline.

Besides establishing its own plantations for oud in Malaysia and acquiring mature agarwood tree plantations from Asia Plantation Capital in Thailand, Fragrance Du Bois is looking at future acquisitions in India and Indonesia to provide a comprehensive range of high quality regional products. This will allow its core Fragrance Du Bois range of perfumed candles, perfumed wood chips and oils to be home-grown and sustainably produced.

In addition, Fragrance Du Bois' perfume creation business Oud Du Bois is in place to create fragrances for other international brands and perfume houses, using the pure oud oil it will be sourcing itself, along with other 100% sustainable and natural oils.

Nicola Parker, Brand Director of Fragrance Du Bois, said, "This is something we have been planning for a long time, and is designed to build on the unique success of our Soil to Oil to You story that has captured the imaginations of so many people. We can now expand to include other natural oils we use in our perfume creations. I can remember the whole buzz Anita Roddick created in the industry when she developed the Body Shop brand and range using natural and sustainable ingredients. By working with the experts at Asia Plantation Capital, we have been able to take this concept a stage further, so that we actually grow our own ingredients and, in due course, even refine them ourselves."

Parker concluded, "In today's consumer markets we find that our clients are not only conscience of where their products come from, but also their quality and purity. We believe that we are now the only luxury perfume brand that can actually do this, and we stand behind our Soil to Oil to You mantra as the key to everything we do and all the fragrances we create for our growing chain of boutiques."

Said Gary Crates, European CEO for Asia Plantation Capital: "Indeed, we are founding partners in the business and have invested heavily in the early seed capital and development of the brand. That said, it's very rewarding to see the brand now expanding and owning its own plantations under our management. Interestingly enough, this is a trend we are now seeing with other major perfume houses and brands. We are currently in the final stages of establishing similar sustainable and verifiable oud and mixed species supply chains with several of them. We believe that this is a growing trend in the global retail business, where major brands have to get more involved in their supply chains, especially where natural substances are concerned.

"In the case of agarwood, which is endangered, a greater involvement becomes an ethical imperative. The companies we are working with now have all identified this trend, and have also realised that it makes good commercial sense to not only safeguard their own supply chain, but also to be able to secure products at a discount to open market prices. Add this to the attendant sustainability and ethical approach, and you have the triple bottom line that we are all looking for in today's business world."

All the oud used by Fragrance Du Bois is CITES certified and guaranteed as to source, being both legal and sustainable, with respect shown for the environment, as well as the communities that live in and around the plantations on which the Aquilaria trees are grown.

Fragrance Du Bois is known for an expanding range of original, oud-based perfumes and associated products. Fragrance Du Bois is adding to its boutiques in Singapore, Kuala Lumpur and Bangkok, with new outlets opening in Dubai, London, Paris, Luxembourg and Geneva between now and the early part of 2016.

Interested?

Read the WorkSmart Asia blog post about Fragrance du Bois' popup store

Fragrance Du Bois popup debuts niche fragrances at Singapore's Tangs

Source: Fragrance Du Bois.

Fragrance Du Bois has set up a popup at TANGS' flagship store in Singapore's Orchard Road shopping district, up till 4 September 2015. Making its second appearance of the year, the popup offers a firsthand experience of niche perfumery, and showcases Fragrance Du Bois' 100% pure, natural oud-based fragrances.

"We have observed a growing appetite for niche perfumery, and it's gratifying to note that at Fragrance Du Bois, we are perfectly placed to cater to a market that is increasing in sophistication. Returning to TANGS - one of the most recognised home-bred department stores in Singapore - gives us another great opportunity to increase brand recognition and to educate our customers on our philosophy, and, in particular, what sets us apart from the mainstream fragrance brands," said Nicola Parker, Brand Director of Fragrance Du Bois. 

Fragrance Du Bois, known as Parfums Du Bois in France and as Fragrance Du Bois in non-French speaking markets, works with French perfumers to create a full range of products, and also provides bespoke fragrance services. It has fragrance lounges in Dubai, Hong Kong, Thailand, Malaysia and Singapore. The company is acknowledged as the only fragrance brand in the world that guarantees the use of sustainably sourced, pure oud oil, obtained from its own plantations, all of which are managed by Asia Plantation Capital.

Asia Plantation Capital processes agarwood products in a sustainable manner. The company is committed to ensuring that the sternest ethical and legal standards are applied and adhered to at every stage of the production process - from the planting, growing, and harvesting of agarwood, all the way through to producing fine and exquisite oud oil.

This time around, the popup will feature some of the world's finest, niche, luxury fragrances in the shape of brands that share Fragrance Du Bois' standards and core values, namely Xerjoff, Parfums de Marly, Illuminum, House of Sillage, Isabey and Jovoy. These eminent brands are making their debuts in Southeast Asia, and are being sold exclusively at Fragrance Du Bois. 

Fragrance Du Bois adds more niche luxury fragrances

Source: Fragrance Du Bois
website.

The world’s leading niche luxury fragrances are now available at Fragrance Du Bois boutiques in Kuala Lumpur, Singapore and very soon, in Bangkok. With brands such as House of Sillage, Parfums de Marly, Illuminum, Sue Wong, Isabey, and Xerjoff joining the exclusive range of Fragrance Du Bois fragrances, customers can now experience the latest wave of groundbreaking luxury perfumes under one roof.

“House of Sillage is all about luxurious and sophisticated fragrances, presented in amazing and unique crystal bottles,” said Arielle Chrisman - Brand Ambassador, House of Sillage. “We gathered wisdom from people who have devoted their lives to this particular kind of beauty, collecting rare components from exotic locales, to create a synthesis of artistry and craft, tradition and innovation. Scents can transport you to another place, another time, and this is why we have chosen to partner with Fragrance Du Bois as their fabulous fragrances and boutiques embody everything we stand for as a brand.”

Despite their ‘niche’ status, many of these brands have already achieved significant success globally, reflecting today’s increasingly sophisticated consumers who recognise innovation and quality, and are always on the lookout for originality. While House of Sillage has risen to become the bestselling luxury fragrance brand in Russia and the Middle East, Xerjoff’s Oud perfumes have become the most popular fragrances at Harrods in the UK - arguably the world’s most famous department store. Illuminum is one of the top selling fragrance brands at Bloomingdale’s and Fortnum and Mason, and was the perfume of choice for Catherine, Duchess of Cambridge, when she married Prince William in April 2011.

“We are very pleased to showcase our finest and exclusive perfumes alongside those of Fragrance Du Bois,” said Sergio Momo - Xerjoff’s Founder and Creative Director. “I believe Fragrance Du Bois shares important principles and values with Xerjoff in the universe of artistic perfumery. It is extremely important for Xerjoff to be represented by dedicated partners who can introduce and support the philosophy of our brand.”

Fresh from a hugely successful month-long ‘pop-up’ store exercise at Tang’s flagship department store in Singapore, Fragrance Du Bois is not only making waves regionally, but is also stimulating worldwide interest. The addition of other premium luxury brands augments Du Bois’ expansion strategy and fulfils its mission of bringing only the very best to its customers and clients.

“Since opening our first flagship boutiques in Singapore and Kuala Lumpur in July and October last year, we have seen good growth in our business. Customers are learning about, and beginning to appreciate, the uniqueness and value of luxury niche fragrances. We view the expansion to include exciting niche fragrance brands of the highest quality as part of Fragrance Du Bois’ evolution,” said Nicola Parker - Brand Director of Fragrance Du Bois.

“We already have a loyal following for our oud based fragrances that we sell exclusively in our boutiques and lounges,” she continued, “and we can now complement these with a wider range of superbly crafted products, all with their own identities and individual qualities."

Parker noted that all of the oud oil used for the company's fragrances is supplied by Asia Plantation Capital from its sustainable plantations in the region. "We know that the oud oil they provide is 100% natural and pure, and that gives us unique advantage in the market. Customers are becoming ever more discerning, and are right to want only natural ingredients of the very highest quality. Fragrance Du Bois and all our partners are perfectly placed to provide this quality and innovation, and we’re delighted to announce that the launch of our latest fragrance, London Oud, is only a few weeks away. It’s tested very well in a limited run, with both men and women, so we’re excited to welcome a new addition to our family of fragrances very soon.”

In February, Asia Plantation Capital announced the attainment of shari'ah compliance approval for its products by the IBFIM, formerly known as the Islamic Banking and Finance Institute Malaysia, the advisory body for shari'ah compliance on all matters pertaining to Islamic banking in Malaysia. IBFIM's approval thus clears the way for Asia Plantation Capital's products to be marketed and sold in Malaysia and the global markets as Islamic products that meets all requirements as set out under the laws of Islam.

"As part of Asia Plantation Capital's mission to respect local culture and integrate into the markets we are operating in, gaining this approval for shari'ah compliance of our products has been very important for us," said Steve Watts, CEO, Asia Plantation Capital at the time. "This gives our customers here in Malaysia and from around the Islamic world, confidence that they are not only investing in a sound product, but the assurance that it is socially responsible and fully in accordance with their beliefs."