Enterprise
French fragrance firm targets SMEs with Nairobi office
Tuesday November 30 2021
Summary
- Big multinational manufacturers are served by leading players but small manufacturers have to rely on agents who supply a limited variety of fragrances and do not offer technical support.
- Expressions Parfumees has now opened a Nairobi office to support its partner with ASL Kenya to supply small units of fragrance to SMEs.
- French companies have been active mainly in water and energy have been targeting small businesses and international tenders.
When Thierry Fleurichamp regional head Fragrances SAMEA Expressions Parfumees was doing market research, he discovered Kenya has a gap in variety, quality assurance and a fragrance industry dedicated to small businesses.
Big multinational manufacturers are served by leading players like Givaudan but small manufacturers have to rely on agents who supply a limited variety of fragrances and do not offer technical support.
Mr Fleurichamp said he saw this as an opportunity given the size of the regional market and Kenya’s transformation towards building an industrial hub that is bound to boost demand.
Expressions Parfumees has now opened a Nairobi office to support its partner with ASL Kenya to supply small units of fragrance to SMEs making home and personal care products like detergents and creams.
The Nairobi office equipped with a lab will conduct stability tests, quick sampling, and fragrance collection will help ASL as well as market the products in Kenya and East Africa.
“When we came we realised the fragrance that were available were the normal lavender, citrus the normal limited range but the local people want the smells they appreciate more; the aloe vera and cocoa butter,” Mr Fleurichamp said.
“We set up an office here which brings us close to the customer to understand what they…