Premium Beauty News – How did État Libre d’Orange come about?
Étienne de Swardt – When I created État Libre d’Orange, I had just spent 7 years (the age of reason) at Givenchy Parfums, within the LVMH group. I had learnt to analyse and dissect the perfume market. I also quickly became aware of how standardised the concepts and juices were, and of the – terrible, terrifying, frustrating – lack of freedom perfumers were given. In order to exist, I had to explore boundaries, break codes, make strong decisions and give perfumers a complete creative playground. I wanted creativity without limits, on the edge of what is allowed, free from conventions, diktats and overly staid customs.
In doing so, État Libre d’Orange freed itself from all constraints by exploring paths less travelled. What a cry of joy it was!
Premium Beauty News – After 18 years, is this free-spirited attitude still part of your DNA?
Étienne de Swardt – Of course. This freedom is the bedrock, the foundation, the very constitution of État Libre d’Orange. Nothing can exist without its full sovereignty. Whether we’re talking about raw materials or narratives, nothing is acceptable without a strong breath of freedom to drive our projects. We may have celebrated our 18th birthday, but we’re still in love with freedom!
However, État Libre d’Orange is a structured, organised company, concerned with the quality of its products, human organisation and the economics of things. We haven’t forgotten the spirit of the early days or our serious approach to business.
Premium Beauty News – And how is État Libre d’Orange doing today?
Étienne de Swardt – The brand is doing very well, marvellously well! We’ve tripled our total sales in the last four years, with double-digit growth over the last ten years.
Today, our fragrances are sold in over 1,100 points of sale in nearly 100 countries around the world. We have two boutiques in Paris and a new one in Shenzhen, China, which allow us to bring État Libre d’Orange to life on the skin of a growing number of perfume lovers who expect a touch of offbeat humour, poetry and beautiful materials.
Over the years, digital has become a strategic sales vector. We have a very strong presence in Europe, the US, the UK and China, thanks to our website, our e-commerce partners and dedicated platforms. And, of course, the social networks where we build awareness and do business.
Premium Beauty News – How has the brand evolved in a highly competitive environment and a globalised market?
Étienne de Swardt – We have had to continue to demonstrate our visionary strength and our ability to renew ourselves while bringing together talents and partners in France and internationally. By this I mean our team in Paris, at the heart of the reactor, but also our distributors, the fragrance companies — Mane and Givaudan — and their wonderful perfumers, and a rigorous supply chain.
And above all, what motivates us is the desire to appeal to all perfume lovers and enthusiasts in search of an emotion and an encounter.
Competition is fierce and Darwinism reigns supreme in the perfume industry as elsewhere. You have to know how to adapt, evolve and structure yourself. Woe to those who stand still! You always need new blood, new talent. You need to be able to draw on a collective pool of talents, to integrate the relevant bundles of information from a team to continue to be a wonderful, beautiful brand.
