Perfumes & Companhia Unveils Ambitious New Era with 30 Million Euro Investment and Revamped Store Concept
Perfumes & Companhia (P&C), a prominent chain boasting 130 stores across Portugal, has long been committed to engaging customers in its world of beauty through high-quality, personal, and trustworthy service across both its physical and online channels. The company recently unveiled a transformative new store concept at Alegro Sintra, a project co-created with the renowned creative agency Malherbe Paris. This initiative marks a pivotal moment, signaling the commencement of P&C's ambitious 2030 strategic plan, which outlines a forward-looking vision, a substantial investment of 30 million euros, and a comprehensive overhaul of the entire shopping experience.
Opened on October 16th in the bustling Sintra shopping center, this new store is the first physical embodiment of P&C's new era. It is designed to offer an significantly enhanced shopping experience, distinguished by improvements in customer service and a vastly expanded array of brands and products. This flagship location serves as a blueprint for the future direction of the P&C brand.
In terms of its product offering, P&C has considerably broadened its portfolio, introducing more than 120 new brands and bringing the total number available in its stores to over 300. The company has also strategically strengthened its dermo-cosmetics lineup with esteemed brands such as Avène, Caudalie, La Roche-Posay, and Vichy. Similarly, its make-up selection has seen a boost with popular names including Catrice, L’Oréal Paris, NYX, and Revolution, all while continuing to feature an exquisite range of luxury brands like Chanel.
According to Pedro Aragonez, P&C's managing director, this opening represents "the first visible step in a wider transformation process." He highlighted the profound shifts in consumer behavior in recent years, noting that "the customer is more informed, more digital, and values authentic, personalised and convenient experiences." Aragonez emphasized that this evolving landscape necessitated a reinvention of the in-store experience, not merely on an aesthetic level but structurally.
Aragonez further elaborated that the new concept, meticulously developed in partnership with Malherbe Paris, aims to present a Perfumes & Companhia that is more modern, inclusive, and intimately connected to its customers, seamlessly blending technology, service, and inspiration. The design places the customer at the heart of the experience through greater interaction and a richer sensory environment. Moreover, the concept seeks deeper integration between the physical and digital realms, featuring dedicated areas for experimentation, dermo-cosmetics, and make-up, all while preserving the core essence of the brand.
Reflecting on P&C's journey, Aragonez noted that "Throughout its almost 30 years of existence, Perfumes & Companhia has been in constant evolution, maintaining its leadership." He recognized the rapid evolution of the beauty market, characterized by new categories, players, and increasingly demanding consumers. The P&C 2030 plan is thus a proactive response, designed to "lead the sector, innovating in how we serve, communicate and inspire our customers," rather than simply reacting to changes. P&C has set ambitious goals for this plan, including doubling the share of online sales within two years, expanding its portfolio beyond 300 brands, and continually increasing its active customer base. However, Aragonez stressed that "more important than the numbers is the quality of the relationship with the consumer," reaffirming the company's commitment to remaining the benchmark in beauty and, moving forward, in wellbeing across Portugal.
