2X+ Distribution imports unique beauty lines to France

Posted - December 21, 2009

2X+ Distribution imports unique beauty lines to France

By Angela Mallaroni

The competition in France, known for its cosmetics industry, is extremely high. Following the discovery of the Pure Herbs Icelander line, in 2004 entrepreneur Johan Herelixha embarked in the adventure to import this and other unique high quality beauty and health products. Aware of the challenges ahead, he was determined to succeed in the tough, but attractive French market.

The selected imported lines had to be special and not easily found locally. A good concept, formulation, presentation, sustainability and commitment from the supplier are key elements. Exhibiting at two consecutive editions of Natexpo, the bi-annual trade show in Paris, has been a great venue for 2X Distribution to introduce new lines and get a first hand impression of the market reaction.“Natexpo offers great visibility and a chance to meet clients, which are mainly specialized chains such as Naturalia and Biogénération and over 200 independent retailers”, says PR manager Marion Billier. Natexpo is also meeting point with their ten sales agents across the nation and to get in touch with foreign firms looking for representatives. Johan also visits BioFach in Germany to explore the range of foreign new products with best potential for the French market.

Besides Pure Herbs, Johan and his team currently distribute recognized brands such as Aurea (Belgium), Aubrey Organics (USA), Bentley Organic (United Kingdom), Butai (Israel), Edelsuiss (Switzerland) and Flores Farm (Germany).