06 June 24

Pink Gellac opens Colour Boutique in Paris

Pink Gellac Continues International Expansion with Opening of Brand Store in Paris

Gel polish brand further implements omnichannel approach with a combination of webstore and physical stores

HILVERSUM-PARIS, 6 June 2024 – Pink Gellac, which has grown from a start-up to one of the leading providers of gel polish in Europe within ten years, opened the doors of its first brand store in France on 6 June. The store on the prestigious Rue de Rivoli in Paris, nestled between the Champs-Elysées and the vibrant Le Marais, marks Pink Gellac's progress and ambition to become the leading provider of gel polish in Europe.

“We are extremely proud to spread our wings to the French market, the cradle of some iconic beauty brands,” says Thera Strietman, CEO of Pink Gellac. “We are doing this naturally with a web store that is specially tailored to the desires, preferences, and colours of the French consumer, but also with an inspiring brand store in one of the most beautiful shopping locations in Paris.”

Rue de Rivoli

The Pink Gellac Colour Boutique is located at Rue de Rivoli 98, directly opposite the Hôtel-de-Ville, the iconic city hall of the French capital. According to research by BNP Paris, Rue de Rivoli, with an average of 36,000 visitors daily, is one of the busiest shopping streets in Europe.

To give extra colour to the store's opening, Pink Gellac is introducing the ‘Paris Signature Limited edition starter set’ featuring the colour Parisian Pink. Additionally, the first 50 visitors spending at least 30 euros will receive a goodie bag. During the festive opening weekend on 7, 8, and 9 June, all visitors to the store can try their luck by spinning the Pink Gellac Wheel of Fortune to win beautiful prizes.

Pink Gellac

Successful Omnichannel Strategy

With the new Colour Boutique in Paris, Pink Gellac now has eleven brand stores under its wing. All of the brand's stores are located in the most beautiful shopping streets in the Netherlands, Belgium, and now also France. The first store was opened in the Netherlands in 2021, followed by the first opening in Belgium a year later, and 2024 marks the advance into France. With the Colour Boutique in Paris, the number of store visitors – currently 1.5 million per year – will undoubtedly grow rapidly. In March this year, Pink Gellac opened a store on the Rotterdam Lijnbaan. Additionally, the doors of Pink Gellac Maastricht will open before the end of the month.

Pink Gellac believes in an omnichannel strategy where physical stores and the web store reinforce each other. In the Colour Boutiques, customers not only come to buy Pink Gellac products; they experience the complete brand. They find inspiration, get acquainted with the latest collections, can see all more than 250 colours in person, and can get advice.

Through the web store, consumers can, of course, comfortably place their orders, which are then delivered to their homes in no time, but they also find tips and inspiration, including through user-generated content. With the web store, Pink Gellac now reaches consumers in seven European countries and the United States. On Trustpilot, Pink Gellac has a Trustscore of 4.6 based on nearly 30,000 reviews. In various online communities, the brand has 800,000 followers who share experiences, creations, and inspiration.

Market in Motion

“The market for gel polish is relatively new and quite dynamic,” says Strietman. “People want to look well-groomed, and that includes polished nails that stay beautiful for 14 days. It is often mistakenly thought that applying gel polish is difficult, but we show our customers that this is not the case. We do this online, for example, with tutorials, and in the Colour Boutiques, customers can experience it themselves. Once they are convinced, these customers continue to use gel polish. There is enormous potential here.”

About Pink Gellac

Pink Gellac's mission is to bring salon-quality gel nail polish to consumers at home. Since its establishment in 2013, the company has become one of the leading premium nail care brands in Europe, thanks to several strong pillars. The Pink Gellac collection comprises over 250 gel nail polish colors, with a new collection of 5 colors launching every month.

Operating with a digital-first strategy, the Dutch company's products are now available in 6 European countries and the United States. To support its online presence, Pink Gellac has established 10 brand stores, including in Amsterdam, Antwerp, Bruges, Groningen, The Mall of the Netherlands, Rotterdam, and Utrecht. These Pink Gellac Colour Boutiques offer customers inspiration, advice, and the complete brand experience.

In 2023, the company's revenue increased by 60 percent, and with 800,000 orders annually, it has become a serious player. Despite the rapid growth, Pink Gellac's initial spirit remains unchanged: the company stands among the users of the gel polish, who determine the end result themselves and remain central to everything they do. The brand thrives on the strength of the Pink Gellac community – a community that grows day by day, becoming more international, and now boasting nearly half a million followers.

Since 2021, Pink Gellac has been under the ownership of the investor Vendis Capital.

For more information:
Faber & Van de Woestijne
E: hans@fabervandewoestijne.nl
T: +31(0)6-55197890