Rinascente means Renaissance. An eloquent name for a distributor that is very interested in niche and emerging brands, and who will also be a member of the jury at the Beauty Challenger Awards 2010.

Following the same model as Parisian department stores, the famous chain of upscale stores La Rinascente is the Italian reference for quality shopping, with outlets in every major city centre in the country. Located for the most part in classical buildings, the brand wishes to provide more inspiration to its customers and, in beauty products and perfumery, it chooses among the must-haves from well-known Italian and international brands but also the niche brands that are making a difference.

That is what Simone Destefanis, Director of the cosmetics division, explained to us.

How do you view the positioning of niche brands into the cosmetic market?

Niche Brands arouse interest within a growing number of consumers that represent an extremely dynamic market.These brands are unique and innovative giving stores a point of difference. Their success is based on  in-depth knowledge of the target group they represent, specializing in meeting their needs. An example is organic or biological products.

What is La Rinascente positioning?

To be a point of reference for shopping for those who love fashion and always look for new ideas and suggestions. A positioning that stems from our brand assortment, offering the most innovative and prestigious beauty brands.

What would be your key advice to niche brands?

To work on quality, in addition to innovation. It is also important to define a clear distribution strategy that coincides with positioning of the brand.

What are the key strenghts of BCA?

It is a great opportunity for emerging brands to be noticed by large retailers, and for us to discover new opportunities and trends.

The Beauty Challenger Awards ceremony will be held on 14 September 2010 at the next Beyond Beauty Paris.

Kristel Milet –Editor in Chief Blog