Leadership Change at Nicolaï Parfumeur Createur

by: Elena Vosnaki

A small but cult perfume house, thanks to its following a classical approach and its attention to the actual formula instead of the paraphernalia of the business, NICOLAÏ Parfumeur Createur has gained the respect of perfumephiles everywhere. Now the company goes through a new phase in their history. Alex de Nicolaï, son of foundersPatricia de Nicolaï and her husband Jean Louis Muchau, becomes the new head of the brand.

Nicolaï has been one of the pioneers of Haute Parfumerie, launching in 1989 under the combined forces of Patricia de Nicolaï and her husband. The duo has collaborated to make Nicolai one of the largest and richest collection of perfumes with such cult highlights as New York,Cologne Sologne and L'Eau Mixteas well as new creations that soon found their intended audience of perfume fans, such as Patchouli Intense, Cuir Cuba,Rose Oud and Kiss Me Tender.

Today, when the niche fragrance market is going through developments, changing its face of the last decade, NICOLAÏ Parfumeur Createur remains an independent brand who compose and produce their products in their own workshops close to Orléans. Their distribution relies on 10 exclusive boutiques which belong to the brand, in Paris and London, while the international market is served by the choicest distributors acting on de Nicolaï's behalf.

Axel is no newcomer to the world of fragrance. After superior level studies in Commerce, he has worked at Lascad for L'Oreal, then for LVMH fragrance brands of Givenchy, kenzo and Fendi as well as for Interparfums in the region of the Middle East.

Axel takes the baton from his father and unites his mother, Patricia, in a powerful creative bond of "mother and son" that is expected to sublimate the brand's soul, as Axel is not only brand manager but also heavily involved in the perfumery sector, even though his mother isn't going to retire.

Although we're more accustomed to the succession of fathers in perfumery by their sons (Olivier Polge, Aurelien Guichard and Andre Fraysse come to mind), this new scheme is already bearing fruits. If nothing else, the repackaging and introduction of new "potent" strengths on the already tenacious formulations of the house is a first glimpse of the revamping of the NICOLAÏ brand we're set to experience in the following months and years.

Image: official Nicolaï newsletter