Cosmetics giant Napoleon Perdis launches franchising strategy

Cosmetics brand Napoleon Perdis Cosmetics plans to more than double the size of its retail footprint over the next three years in Australia by adopting a franchise model.

The business, which has annual revenue of around $80 million, currently operates 57 retail outlets, employing around 500 staff. Its products are also sold through department stores such as David Jones and more than 670 independent stockists, such as pharmacies, beauty salons and hair salons.

The franchise strategy would see the company add 60 new concept stores over the next three years. The company says franchisee investment will be more than $200,000.

Emmanuel Perdis, who is the managing director, co-owner of Napoleon Perdis Cosmetics and brother of Napoleon Perdis himself, described the new strategy as the next page in the company’s story.

“By initialising this new franchising model we forecast doubling the number of Napoleon stores and extend our geographical reach across Australia. This is a great opportunity for loyal customers to grow the NPC brand with us while helping to drive the quality expertise, service, knowledge and iconic products Australia knows and loves.”

The NPC business, which was established 15 years ago, is well established in Australia and in the US, where Napoleon Perdis has built a strong personal brand by becoming a make-up artist for Hollywood celebrities.

The company should have a natural advantage in its franchising push thanks to the beauty training schools it operates.

While these schools provide the company with direct source of staff and a strong network of brand advocates, they should also provide a steady stream of potential franchisees well-versed in the company’s processes and products.

“One of the biggest assets of the Academy in that it is a machine that does generate brand advocates. And it feeds itself, because the brand advocates pay to come and do courses, they purchase products and they go out there, advocating and indoctrinating others with the same fervour and passions and beliefs,” Perdis told SmartCompany in an extensive interview last year.