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Bequest Group brings luxury perfume brand Creed to India

The Paris-based luxury perfume company, which originally began as a tailoring house in England in 1760s, will have two outlets here in the coming year. Erwin Creed, the company's seventh generation perfumer and owner said that the company is focu...

, ET Bureau|
Nov 07, 2019, 04.33 PM IST
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Creed 123
The company's scents are hand-mixed rather than machine made and in limited batches.
Indian luxury retail group Bequest, which has brands like Berluti Paris, Brunello Cucinelli and Tod's under it, has brought iconic fragrance brand -- Creed -- perfume house to India.

The Paris-based luxury perfume company, which originally began as a tailoring house in England in 1760s, will have two outlets here in the coming year.

Erwin Creed, the company's seventh generation perfumer and owner said that the company is focusing on the Asia and Middle-Eastern markets in a big way but will only expand here gradually.

"Our store is positioned between the Hermès and Chanel stores at the Chanakya Mall in Delhi. India's luxury malls are at par with any other country's but we will grow here gradually," he said.

The company's scents are hand-mixed rather than machine made and in limited batches.

Gaganmeet Singh, founder of Bequest Group that also launched cosmetics company Molton Brown here last year, said the expansion will be limited here since the brand has select, niche patrons including royal families.

"We would rather look at doing more pop-up concept stores across the top metros and even smaller, tier-II cities. The company holds a master-franchise for Creed here.

According to one estimate, India's perfumes and deodorants market was about $790 million in 2017 and is projected to grow at a CAGR of 17%, to reach $2.4 billion by 2024 on the back of rising urban population and emergence of online retail.

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