CHINA. Leading Asian omnichannel brand distributor and operator Bluebell Group has extended its partnership with French high perfumery house Matiere Premiere to accelerate the brand’s growth in travel retail across Mainland China, Hong Kong and Macau.
The expansion marks the latest phase of the partners’ regional collaboration, which began with Japan travel retail in 2024 and extended to South Korea in 2025, as they continue to target growth opportunities in key Asian markets.
Matiere Premiere Co-Founder Cédric Meiffret said: “Expanding our presence into the Greater China travel retail market is a major milestone for Matiere Premiere. Following our successful launches in Japan and South Korea, we are thrilled to deepen our relationship with the Bluebell Group.
“Their unmatched expertise in the Asian luxury landscape makes them the ideal partner to introduce our radical, ingredient-driven perfumery to travellers seeking authentic high-perfumery experiences.
“We have full confidence in Bluebell’s ability to uphold our brand’s authenticity and French heritage while navigating this dynamic and sophisticated market.”
Bluebell Greater China President and CEO Jenny Lai added: “We are delighted to expand our partnership with Matiere Premiere. The Chinese fragrance market is evolving rapidly, with consumers seeking niche, authentic brands.
“Matiere Premiere’s direct, radical and uncompromising scents make them a perfect fit for this sophisticated market.
“I look forward to partnering with the entire Matiere Premiere team to bring this brand to the next level with the discerning Chinese clientele.”
The collaboration brings together the brand’s fragrance craftsmanship and Bluebell Group’s strengths in operations and brand development.
Backed by the company’s extensive market expertise and established regional relationships, the partnership aims to further elevate the brand’s presence in premium travel retail. ✈
