HOST WITH THE MOST: It’s become a seasonal affair — Philipp Plein hosting a black-tie event to celebrate his fragrance, timepiece and eyewear licenses at his lush villa, dubbed La Jungle du Roi, high up in the hills above Cannes, France.
The party is now held annually on the same week as the Tax Free World Association’s trade show in the town’s Palais de Congrès below.
“We use the synergies of being here,” he said Tuesday evening, before his guests arrived — about 300 in all, including clients and distributors from around the world who could by luxury items on site. “We are really trying to build a strong connection between our licensed partners, between themselves and ourselves.”
At Plein’s home, attendees were able to see the new No Limit$ Platinum fragrance, shaped like a trillion-dollar credit card and created by DSM-Firmenich perfumer Alberto Morillas, on display in cases or in XXL size by the pool. Launching in mid-October, it’s the fourth scent for men in the No Limit$ franchise.
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Plein’s watches, including the Crypto King Flying Tourbillon: Beyond Time, and eyewear were also spotlighted at his home, which spans various plush buildings. Bubbly ran thick.
His 26-year-old company began working with licensees around 2020, and now counts 13 altogether, including for wallpaper, furniture, golf and home textiles. Fragrance is licensed to Give Back Beauty, watches to Timex Group and eyewear to De Rigo.
Still, fashion will remain his core, in-house business, Plein said.
“When we do a license [it’s] in a product category and in a field where we do not feel that we can handle the business as well as the partner can,” he explained. “Eyewear, watches — all of these are specialty products for which if you do not have the knowledge, the distribution, then you will not succeed. Distribution is the key.”
Plein underlined his is one of the few independent companies in the luxury fashion sector.
“What is important is to prove to ourselves that we are not a trend brand,” he said, adding his label has been consistently strong, performing and growing year-on-year. “We are here to stay.”
And there’s still more room to grow. Plein brims with excitement when discussing his new eponymous hotel, with 18 rooms, in the historic Palazzo Melzi d’Eril building on Via Manin. It formerly housed Krizia.
“Hospitality is amazingly interesting,” said Plein, who is preparing to open all of the venues soon. The hotel is to debut by the end of October and its vegan restaurant will be operational mid-month.
“Our Japanese restaurant will officially open in two days,” he said. “In total, we will have four restaurants, one of which is a beach club on the rooftop, which will open in March. We had a soft opening during fashion week.”
Plein said each restaurant is its own brand, in terms of food, service, interiors and music.
“The idea is to open, direct and as a franchise, these restaurant chains,” he said, adding the strategy echoes his for fashion. “There is such a huge demand in the market that I was highly surprised.”
Plein wants to keep pursuing the hospitality segment, which attracts a lot of people. Branded residency towers could be in the offing.
“You engage with your client on a different level, but they are engaging with you and the brand,” Plein said. “That is for me a completely new experience.”
It’s very experimental for him.
“We designed the menu, created the prices, studied the prices of the competitors,” he enthused. “We have a great team. We got the head of concierge from the Four Seasons in Milan and the bar chef from the Principe di Savoia.”
They are helping realize ideas in this brand-building process.
“I’m a niche market specialist. I’ve always been,” Plein said. “We look for unique opportunities in the market, where we can develop and grow, which is hard to find nowadays.
“When it comes to luxury hospitality, I have to say there is truly a niche,” he continued. “And there’s truly an opportunity out there.”
