This is a follow-up post to the labor day post: Trying to find answers to a question posted there, in the comments section:
The question: “Have you ever wondered what you would do if a major scent house wanted to buy your business for a large sum of money?”
The answer (short version): Yes, these days I would sell it, asap. oups? right!
Thus, here’s the answer, long version:
Actually, the answer is hypothetical:
My business is not interesting to a major scent house, really. If at all, then it might be of interest to an investment company like Manzanita capital, for instance, who runs a portfolio with some perfume houses like Byredo or . A little business that is so focused on one creative person is not really interesting to them. Sales too low, return too low, scents too complicated, you name it….Thus, hypothetically, I would say “YES” as a large sum of money would allow me to do what I want. I would say yes, as it would give my creations and my business a perspective for the time when I am gone.
Things and people come, thrive, and one fine day die. I have -for the time being- zero perspective of what happens when I am dead. It can happen tomorrow and then, the air du désert has become a past that is gone and will not come back, except some French guys want to build another zombie brand in fifty years from now. Thus, there would be a perspective that my venture continues.
Of course, everything that you see as my business is actually centered around me. But this might change, one way or the other.
I would probably say “yes” and would give a few recommendations to the new owners. like:
Raise the prices, by 30 %, the scents are worth it.
Treat the bloggers with respect.
Don’t change the formula of air du désert marocain.
And I would sell them part of my new ideas and creations. And another part of my ideas would probably be the starting point for a new brand, a new business, where I would do things differently, and be it just because 10 years past since I started and the world has changed. Actually a LOT! has changed since then.
Here a few examples: The Dollar US lost 35% of its buying power compared to the Swiss Franc. This is one explanation why things from abroad got more expensive in the US.
10 years ago, you could not buy an iphone.
10 years ago, perfume lovers and shops where excited about new fragrances and were actively looking for news. These days, perfume lovers turn back to the classics and solid values that they know, and shops stop putting new brands and new fragrances onto their shelves. With a few exceptions: I am glad that I am one of them. But, seriously, I understand every one who looks the other way, and starts staying away from what we get fed as niche these days.
10 years ago, Facebook just started.
The formula for Le Maroc pour elle was still experimental.
You could still use more than 0.7% jasmine abs. in your formulas. That was before IFRA 43 amendment.
I hope I have answered Peter’s questions by this. But having said all this: It is a hypothetical question.
Today, a busy day. And a sunny day. Enjoy!