Puig launches direct-to-consumer brand Queendom

Spanish fragrance retailer Puig has launched Queendom, a brand and direct-to-consumer platform that will sell fragrances and makeup to online consumers.

Aimed at empowering women, Queendom is the first brand developed by Puig’s incubator Puig Futures, reported Spanish newspaper Expansión. Puig Futures was launched by the group about a year ago as a way to invest in beauty businesses and innovations.

"Queendom is a brand and a community that celebrate women which main goal is to promote gender equality," the brand wrote on its website. "Queendom is a hub for building, sharing and discussing."

Queendom has launched in the United States, United Kingdom and France with a range of travel cases and slogan t-shirts. But the fragrance group’s ultimate goal is to expand the product offering to include makeup and perfumes and launch into new territories, according to media reports.

The move sees Puig test the direct-to-consumer model, moving away from its traditional setup where products are sold via retail partners and third-party ecommerce platforms.

Thomas James, general director of Jean Paul Gaultier and creative director of Puig brands Penhaligon’s and L’Artisan Parfumeur, will lead the launch of the new platform.

The launch of Queendom comes after Puig experienced a 6% increase in net profits in 2018, reaching 242 million euros. Sales for the period rose to 1.93 billion euros.

Puig launches direct-to-consumer brand Queendom

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