Super-Pharm to launch Clinique chain?
Israeli drugstore chain in talks with Estée Lauder to open first store of luxury skincare, cosmetics brand in Tel Aviv
The Super-Pharm drugstore
chain is in talks with international cosmetics company Estée Lauder about teaming up to open an independent chain of stores of skincare and cosmetics manufacturer Clinique in Israel.
In the first stage, one concept store will open in Tel Aviv, the sale of Clinique products in other chains will be halted, and the brand's stands in chains like April, Hamashbir Lazarchan and New Pharm will be closed.
Clinique, owned by Estée Lauder, is a popular luxury brand worldwide, which generates some NIS 60 million (about $17 million) annually in Israel. The brand offers premium products at a medium-high price level.
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According to estimates, Super-Pharm will continue selling the brand in its stores.
Yedioth Ahronoth has further learned that the Yves Rocher cosmetics company is looking into entering the Israeli market, as is Italian makeup brand Kiko.
The talks between Super-Pharm and Estée Lauder are being held through Estée Lauder Israel, headed by Oren Revach. If the initiative materializes, it will be the first time the Super-Pharm chain establishes an external format.
The move is part of a pilot plan launched by the global Clinique brand, and if it succeeds in Israel it will be implemented in the rest of the world as well.
Estée Lauder has a strong connection to Israel through Jewish businessman Ron Lauder, who is one of the company's shareholders and a partner in Israel's Channel 10 TV.
The company has chosen to open an independent store under the Clinique brand rather than under the Estée Lauder brand, as Clinique appeals to a younger audience.
Estée Lauder is already experienced in the retail industry: Two other brands owned by the company, MAC and Bobbi Brown, each operate independent chains worldwide. A first Bobbi Brown store recently opened in Israel.
A senior industry official told Yedioth Ahronoth that brands' shift to an independent chain was part of a global trend in the makeup and cosmetics industry. "Through the chain, manufacturers gain direct contact with their customers and strengthen the brand," the official said.
