Xerjoff Launches Paris Boutique and Culinary Fragrance Fusion

The Italian Embassy in Paris recently became the exquisite backdrop for a unique sensory event hosted by Italian haute parfumerie house Xerjoff. On Thursday, 11 September, the elegant salons transformed for an exclusive luncheon, meticulously curated by Michelin-starred French chef Yannick Alléno. This refined gathering artfully fused gastronomy with fragrance, marking a significant milestone for the brand: the forthcoming launch of Xerjoff’s inaugural boutique in France.

This pivotal expansion sees Xerjoff opening the doors to its Paris flagship on 1 October, strategically located at 318 Rue Saint-Honoré, deep within the capital’s prestigious high-luxury district. For the Turin-based brand, founded in 2007 by Sergio Momo, this opening represents a crucial strategic move. Momo expressed the profound significance of this venture, stating, “Opening a boutique in France, a country that has contributed so much to the history and development of perfumery, is a defining moment.”

Coinciding with the boutique’s grand debut, Xerjoff is also unveiling an innovative multisensory collaboration with Chef Yannick Alléno, aptly titled “Saveurs Olfactives.” This groundbreaking project is designed to harmoniously pair fine cuisine with signature scents. Guests at Pavillon Ledoyen will have the exclusive opportunity to experience the brand's iconic p.33 fragrance, reimagined as p.33 x YA, served under a bespoke fragrance cloche that accompanies and enhances the tasting. Following its initial launch in Paris, this unique olfactory and culinary journey is set to captivate audiences in Monaco, London, Seoul, and Dubai.

Xerjoff has already established a robust global footprint, with its luxurious fragrances available in over 1,400 retail locations across 130 countries. In France, connoisseurs can currently discover the brand at esteemed high-end perfumeries such as Nose and Jovoy. Globally, Xerjoff now proudly operates 13 standalone boutiques, strategically located in key luxury markets including Monte Carlo, Dubai, Milan, and Kuala Lumpur, further complemented by an online platform that extends delivery to more than 60 countries.

The journey of Xerjoff began in 2007 when Sergio Momo and Dominique Salvo co-founded Oystersin in Turin, laying the groundwork for the development and establishment of the Xerjoff brand. Two years later, they undertook the revival of the historic Italian fragrance house, Casamorati, which originally dates back to 1888. Since 2018, the company has consolidated its operations under the Xerjoff Group name, integrating nearly the entire value chain in-house, encompassing everything from design and formulation to stringent quality control, logistics, marketing, and e-commerce.

Xerjoff’s business model is largely driven by its strong international export performance. The company has demonstrated impressive financial growth, reporting a turnover of €50 million in 2023, a substantial increase from €39 million in the preceding year, underscoring its expanding influence and success within the global luxury perfumery market.