Institut Karité Paris partners with airlines to boost visibility, sales

Founded in 2004, shea skincare specialist brand - Institut Karité Paris - is available for purchase across 200 global points of sale, from concept-stores to boutique pharmacies.


Boxset Institut Karité Paris, Rose Mademoiselle (29 euros) sold exclusively at Monoprix

To boost brand visibility, Institut Karité Paris is forming partnerships with several airline companies such as Japan Airline, TAP Portugal and Air Berlin, which will offer first class passengers mini-versions of the brand's products.

But the strongest push comes via Turkish Airlines. Institut Karité Paris products will be given out to business class passengers of Turkish Airlines, as well as exclusively to the airline's economy class.

"We will reach 5 million passengers," explains Amir al Chaya, founder and CEO of Institut Karité Paris, previously in charge of Africa and Middle East zones at Hermès for ten years.

"I was kept busy with a lot of special orders for custom bags, tableware..." remembering that in 2004 he had wanted to embark on an entrepreneurial adventure.

Today with 100 base stores, Institut Karité Paris has a turnover of 2.8 millions euros, 79% of which occurs overseas.

Exporting products to around thirty countries, the brand has recently entered new markets - Thailand, Argentina and Turkey.

However, France isn't a sleeping market. In May and June, Institut Karité Paris opens 36 pop-up stores across select Monoprix outlets, to highlight the brand's products to shoppers.

Amir al Chaya also hopes to open a Paris flagship store, preferably in the Marais or Opera quarter.

Translated by Benjamin Fitzgerald

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