Now based in Saint-Cezaire-sur-Siagne, Marcus Spurway has been perfuming the world for 200 years

2024-10-26 16:31:00

Its story begins with the arrival of Mr. Hermann, an Alsatian who settled in Cannes and opened his orange blossom distillery, which he called “La Parfumerie de l’île de Notre-Dame”, in reference to the neighborhood. in which it is located.

Then, in 1893, it was his nephew Marcus Humphrey Spurway, Brazilian consul in Cannes, who took over the company and made it prosper, by deciding to import noble raw materials from all over the world, a rare thing at the time. “From that moment on, the company grew in size, explains Tony Aad, current CEO of Marcus Spurway. She opened counters all over the world.”and even supplied the Queen of England.

A small boutique located in Cannes

But this crazy expansion stopped when Marcus Spurway sold the company to his nose, Jacques Langas, who then decided to keep only one store, at the bottom of Boulevard Carnot, at 4, rue Marius-Aune. There, Jacques Langas sells his perfumes and sometimes creates tailor-made ones for his loyal customers.

The store closed in 2015. But the business has more than one string to its bow. Since 2011, and the arrival of Tony Aad, the company has been selling at home. Successfully, obviously, since it is still standing 14 years later. And reinforced: “In 2011, we had a turnover of 100,000 euros, and 1 and a half employees. Today, we are at 16 million euros and there are 60 of us. They were the right decisions, but it was a daring bet.”

A home sale which allows, for Tony Aad, a certain proximity between customers and sellers. “We go to people’s homes, we drink coffee, and we can offer them personalized advice. Today I have the impression that this is being lost, with the Internet, the advertisements on TV…”

A model which, insists the CEO, is neither obsolete nor outdated. “Home sales still have good years ahead of it.” As proof: currently 3,800 salespeople are in the field, and the perfumer plans to recruit 1,500 in 2025. “We have a very attractive remuneration plan, ongoing training. We have the lowest turnover in the home sales market”around 20%, compared to 50% at the national level, explains Stéphanie Gay, communications manager.

“We control the entire chain”

True French know-how, which the brand manages to achieve “impose at correct prices because we control the entire chain”. From A to Z. From the design of the perfume – thanks to an in-house nose – to shipping, including bottling, labeling, manual packing, but also maceration…

Moreover, unlike many perfumers, after having left the perfumed mixtures to macerate in alcohol, so that the latter absorbs the aromas, Marcus Spurway perfumes are neither iced nor filtered. “For certain mixtures, we will have resinoids (some call it impurities), explique Tony Aad. By removing it, the perfume no longer evolves. It becomes linear. But for us, our perfume is a living product, like wine!”

To celebrate 200 years of the Marcus Spurway brand, several new products will soon be released. And they will pay homage to the past.

First of all, Monday October 14, a new creation took place in the Haute perfumery collection: the Légend’ère perfume. 100% of natural origin, composed of organic alcohol… and smelling of orange blossom, reminiscent of the beginnings of the company, when it was still just a distillery.

Finally, also since mid-October, the brand is launching its “signature workshops” at home, during which it will be possible to compose your own perfume. With these workshops, led by experts trained at Marcus Spurway’s perfume academy, we return to the original know-how of the brand, which made tailor-made perfumes, notably for the stars of the Cannes Film Festival.

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Interview‌ with Tony Aad: The Evolution of Marcus Spurway Perfumeries

Interviewer: Thank you for joining us today, Tony. Let’s start at the beginning. Can you ⁤tell us about the origins of Marcus Spurway and how⁢ it has evolved over⁢ the years?

Tony Aad: Absolutely! The story began in Cannes in the late 1800s with Mr. Hermann,⁣ who opened an orange blossom distillery. His nephew, Marcus Humphrey ​Spurway, then took over in 1893 and ‍transformed it by importing high-quality raw materials from around the​ world. This ambitious vision led to ⁤the brand’s ⁤global ‌expansion and even⁤ allowed us to supply the Queen ​of England!

Interviewer: ​It’s ⁢fascinating how a⁤ local shop became renowned internationally. However, there was a significant change when Spurway ‍sold the company. Can​ you ‌elaborate on that shift?

Tony ‌Aad: After the sale to Jacques ⁤Langas, the business refocused, ultimately keeping just one boutique ​in⁣ Cannes until‌ its closure in 2015. However, I took the reins in 2011 and shifted our strategy to home sales, which has proven ⁤exceptionally successful.

Interviewer: Home sales are quite unique for a perfume brand. How did this‍ model benefit your growth?

Tony Aad: The ​home sales ⁢model fosters real connections with‍ our ‌clients. We visit their homes, share a coffee, and provide tailored recommendations—something that feels increasingly rare in today’s fast-paced digital world. The personal touch has become ‌our signature, helping ⁤us grow from €100,000 in turnover with 1.5‍ employees to €16 million with 60 ‌staff members in just over a decade.

Interviewer:⁤ That’s impressive!⁣ Despite the rise of ⁢online shopping, you believe home sales still have a future. What gives you confidence in this model?

Tony Aad: ​Exactly!⁤ Sales from home remain relevant and effective. Currently, we have 3,800 salespeople and ‌plan to ⁤recruit 1,500 more by 2025‌ due ⁤to strong demand. We offer attractive remuneration and⁢ ongoing training, leading to our low turnover rate of about 20%, compared ⁤to the⁣ national ​average of ⁤50%.

Interviewer: It⁢ sounds⁣ like you’ve built⁤ a solid team. How do you maintain the quality and integrity of your products?

Tony ⁣Aad: We have full‌ control over our production chain—from design to distribution. This allows us to ensure that our offerings are not⁤ just high-quality but⁢ also reasonably priced, maintaining our French craftsmanship‌ heritage.​

Interviewer: Lastly, what’s next ​for Marcus Spurway as you move into the future?

Tony Aad: We are going to continue ‌expanding our‌ home sales initiatives and possibly explore new markets.⁣ Moreover, we aim to innovate⁤ in our product offerings while remaining true to ⁢the personalized, customer-centric approach that has ⁢served us well. ⁤

Interviewer: Thank ‌you, Tony. Your insights into the evolution of Marcus Spurway are⁤ truly inspiring, and we look forward to seeing how the brand continues to grow.

Tony Aad: Thank you for having me! It’s an⁢ exciting journey, and I appreciate the opportunity to⁤ share ‍it.

Have about 3,800 salespeople actively engaging with customers, and we plan to recruit an additional 1,500 by 2025. Our attractive remuneration plan and extensive training ensure we maintain the lowest turnover in the home sales market at around 20%. This indicates a strong commitment from our sales team and satisfaction within the company itself.

Interviewer: It’s great to hear that your approach is working so well. I’m curious about your production process. What makes Marcus Spurway perfumes distinct?

Tony Aad: What sets us apart is that we control the entire production chain—from design to bottling and packing—and our perfumes are living products. Unlike many brands, we don’t filter or chill our fragrances, allowing them to evolve over time. This traditional methodology, along with our in-house expertise, results in truly unique and dynamic perfumes.

Interviewer: Exciting! As you celebrate 200 years of Marcus Spurway, what can we expect to see in the future?

Tony Aad: We have some thrilling new offerings lined up! Recently, we launched the Légend’ère perfume, celebrating our original focus on orange blossom, and we’ll be hosting “signature workshops” where customers can craft their own perfumes. These events are a return to our roots, emphasizing our commitment to personalized fragrance experiences.

Interviewer: Thank you, Tony, for sharing such valuable insights into Marcus Spurway and your vision for blending tradition with innovation.

Tony Aad: Thank you! It’s always a pleasure to share our story and look forward to exciting times ahead.