Parfuma celebrates golden jubilee and opens new branch in Hove (Antwerp)
The Antwerp perfumery ‘Parfuma’ has opened a third branch in Hove. In addition to their other locations in Antwerp center and Wijnegem, the new business will be and have a ‘skin expertise center’. The opening is on the occasion of their fiftieth anniversary in Antwerp.
Sonia De Bock
Parfuma was founded in 1971 in the heart of Antwerp. Philippe Breckpot became interested in taking over a drugstore on the Eiermarkt. He had some doubts, but first to observe the matter closely. “He then sat down in the Grand Bazar, opposite the store, and counted customers for a full day,” says Caroline Breckpot, Philippe’s daughter and current manager. “Seeing nearly 200 customers walking in and out, he set out to do a six-month internship. Later he took over and renovated it less than a year later.”
Family business
Daughter Caroline and son Benoît Breckpot have been involved in their father’s business since childhood. Together they have more than 20 years of experience in the cosmetic industry. “When we were in primary school, we went to study after class until closing time,” says Caroline. “My brother and I then started other jobs. Not much later, my father knocked on Benoît’s door and asked if we wanted to take over the helm. Less than a year later he asked me a question and in 2011 we officially bought the business,” says Caroline.
The branch in Hove, with a modern and neutral interior, lays the foundation for the next chapter of the company. Caroline and Benoît opt for a serene color palette to create a good balance. “Most of the products we offer in the store are already very colorfully packed. Then the interior must be given a neutral color, so that there is no confusion,” says Caroline. The two other branches of Parfuma in Antwerp center and Wijnegem will follow the trends of Hove and will also be given a new look.
No more counter
In addition, the new Parfuma focuses on the ‘open-service concept’ of Philippe Breckpot, the first developed in Belgium in 1986. “When my father had just started, the products were hidden behind the counter. After the renovations on the Eiermarkt, that distance between customer and manager finally disappeared, so that he could be closer to the customers. That was a revolutionary step at the time. Many suppliers from France came to Antwerp to see that ‘open’ shop,” says Benoît.
Skin Expertise Center
In addition to a new head office and warehouse, Parfuma also has an additional ‘skin expertise center’. Thanks to two separate rooms and a user scanner, you can get the right care. “We see that everyone is looking more for things that are hip and trendy. So you have to be innovative and surprising,” says Caroline. “There are now so many new brands that sometimes it’s just impossible to keep up,” adds Benoît. “With perfumes, about 200 different scents are added every year, so it’s important that we stay close to our customers and find out what they need.”