How to open your own perfume shop. How a Psychologist Started a Successful Custom Perfume Business Perfume Retail

Despite the fact that perfumery does not belong to the category of essential goods, the demand for it almost never falls. Naturally, the regular customers of perfumery stores are mostly women. Statistics show that the fair sex spend about a tenth of their income on perfumes. Nevertheless, on the eve of the holidays, the demand for men's fragrances also increases. Naturally, it is advisable to maintain the assortment of the store based on regular customers, but for the holidays it is worth increasing the number of men's perfumes. By the way, the production of Russian cosmetics is in a depressed state, therefore, for the most part, foreign-made perfumes are on the market.

The disadvantages of the perfume business include the fact that it will no longer be possible to occupy a niche by displacing any major player. In all major cities there are shops of world famous brands. It is not advisable to open a perfume shop in small towns, since the purchasing power of their inhabitants is extremely limited. Of course, in such cities there is practically no competition, however, the demand for perfumes there is extremely low, so, most likely, the store will operate at a loss.

A good option for a novice entrepreneur would be to open a franchise perfume store. In this case, you will have to give up the prospect of development and periodic deductions of funds for the use of the trademark. However, running a perfume business in this format has its advantages, in particular, the new store will be assisted in window dressing, assortment selection, and a company logo will be provided, due to the popularity of which more customers can be attracted to the store.

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A perfume shop should be opened near shopping centers and office buildings. If in the first case one can hope that people, having come to the shopping center, will purchase several bottles of perfume along the way, then in the second case, office workers who want to buy perfume for any holiday or corporate event will be the main customers.

You can also open a small perfume shop in the middle of a residential area, with the expectation that its residents will become the main target audience. In this case, it is imperative to study the infrastructure, since there may already be a similar point there. In a residential area, it is better to open a store on the ground floor, since not all people will want to go up to the second or third floor. Of course, the traffic in the residential area will be lower, but the cost of rent is correspondingly lower.

The optimal area of ​​a perfume shop is 50-60 sq. m. Taking into account the fact that the main visitors will be women, the design of the store must be made appropriate. The development of the interior of the premises can be ordered from the company that will carry out the repair work.

Equipment

To equip a perfume shop you need to purchase:

• Cash register - 1 pc.;
• Shelves - 15-20 pieces;
• Glass showcases - 6-8 pieces;
• Glass shelves - 8-10 pcs.

In general, the equipment is typical for almost any ordinary store, its total will fluctuate between 250-270 thousand rubles.

Staff

For the functioning of a perfume shop, its staff must include:

• Manager - 1 person;
• Senior salesperson - 1 person;
• Seller - 3 people;
• Cleaning lady - 1 person;
• Accountant - 1 person.

In the pre-holiday months, it is advisable to hire an additional seller, since during these periods there are 1.5-2 times more visitors.

Costs and payback

The estimated amount of capital expenditures for entering the perfumery business is 3.25-3.27 million rubles. The funds will be distributed as follows:

1. Repair of the premises - 100 thousand rubles;
2. Purchase of equipment - 250-270 thousand rubles;
3. Purchase of a consignment of goods - 2.5 million rubles;
4. Advertising - 100 thousand rubles;
5. Working capital - 300 thousand rubles.

Monthly expenses:

1. Rent - 70 thousand rubles;
2. Salary fund - 250 thousand rubles;
3. Advertising - 15 thousand rubles;
4. Others - 5 thousand rubles.

Total: 340 thousand rubles.

The average monthly revenue of such a perfume store is about 1.5 million rubles, while the margin on products is 40%. The average monthly profit of the store is 90 thousand rubles. Thus, the approximate payback period for capital expenditures is approximately 3 years.

Encyclopedic reference: a perfume shop is a point of sale where you can buy perfumes, perfumed waters, colognes, and other products for flavoring skin or hair.

If you are thinking about opening your own perfume shop, the information in this article may be helpful. By studying the experience of successful market players, as well as analyzing the common mistakes of beginners, you will understand how to open your own perfumery store at the lowest cost and get the most profit from trading.

Step by step to the development of a fragrant business

Step one: select format

There are two main perfume retail formats: self-service or through-the-counter. The second option will allow you to find a room with a smaller area, but you should not save on staff: in both cases, qualified consultants are needed.

Another possible format is the sale of draft perfumes. This option is for those who want to start with minimal investment and on a minimal area. All you need is to conclude an agreement with the supplier. He will provide equipment, goods and all kinds of accessories himself.

Step one: preparing the material base

To understand whether a perfume store in your city will be profitable, conduct a small analysis of the market and potential consumer audience. What is the average income level in your chosen region? Does the main part of the population follow fashion? Is the business life developed enough? How do people prefer to spend their leisure time? The answers to these simple questions will help to make a correct forecast for the development of the perfumery trade and form an interesting assortment for consumers.

Important : according to experts, in small towns and, especially, villages, the opening of such a retail outlet is impractical due to the peculiarities of the social structure and mentality. The exceptions are administrative units with a developed infrastructure and an above-average income level of the population: resort towns, oil-producing settlements, and settlements in the regions of the Far North.

Pay attention to the interior - this is an important part of the image and, as a result, the success of a perfume store. Glass showcases and racks will form the basis of commercial equipment. The abundance of light and mirrors helps create the right entourage.

Experienced players warn against unreasonable spending on rent - if you invest more than 10% of turnover in it, the store will become unprofitable.

Step Three: looking for suppliers

The easiest, most reliable and, unfortunately, not the most profitable way is to work with distributors. Along with the original perfume, they will provide you with a lot of promotional materials, as well as help you build a line of marketing behavior. True, due to the rather high purchase prices, you can make a small trade margin - about 10-15%.

Cooperation with "gray" wholesalers is more profitable - they offer low purchase prices, you can "throw" up to 50-200%. However, for a really good perfume boutique, this path is unacceptable, since it is difficult to be responsible for the quality. Some fakes are made so high quality that even a professional will not be able to distinguish them from real perfumes by packaging. But in the market, such a perfume stall will be very useful.

Experts advise the following proportion in the assortment: 75% for women and 25% for men. For a successful start, it is enough to put 20-30 items on the shelves.

Where to get money?

The answer to the question of how much it costs to open a perfume shop depends on the cost of rent and how profitable contracts you conclude with suppliers. On average, business profitability is estimated at 20-25%. If you plan to take out a loan, keep in mind that the store will start generating income after about a year of stable operation.

Underwater rocks

In the trade in perfumery, 2 dependencies are clearly traced: from the season and from the general economic condition of the society. Sales volumes drop noticeably in summer and autumn and peak in winter and spring during the holidays.

Summing up

Experts believe that the domestic perfumery market is not yet saturated. Therefore, by opening your own perfume shop or stall, you are laying the foundation for a stable business with good development prospects. Advantages: easy start in conditions of low competition, the ability to organize work with the help of distributors. Cons - seasonality and direct dependence on the welfare of the consumer audience.

If you understand cosmetic brands, then by studying the topic of how to open a cosmetics store from scratch, you can become the owner of a profitable business.

♦ Capital investments – 450,000 rubles
♦ Payback - 1.5 - 2 years

If the automotive business can be called masculine, then activities related to cosmetics and perfumery can be a great startup for the fair sex.

If you are well versed in cosmetic and perfume brands, then, having studied the topic in detail, from scratch, you can become the owner of a profitable business.

The launch of this startup does not require the purchase of special trading equipment or large capital investments. But decorative cosmetics, personal care products, consumables, perfumes will always be in demand among consumers.

How to open a cosmetics store: advertising and competitive advantages

For new stores, the main thing is not an expensive advertising campaign, but a favorable location (in a place with high traffic), a reasonable pricing policy, a good assortment of goods and satisfied customers.

1. Beautiful and large sign, which would be visible from afar.
2. A cot placed on the sidewalk in front of the store, which will attract the attention of customers.
3. Leaflets handed out around the opening of the market.
4. Social networks and urban forum.

It is also very important to take into account the high level of competition in this sector in order to be able to distinguish yourself favorably from other stores.

Your competitive advantage can be:

• promotions and sales during the pre-holiday periods;
• discount system for regular customers;
• selling a unique cosmetic or perfume brand;
• friendly and qualified sales assistants;
• low prices;
• free gift bags if the client purchases a gift set;
• the ability to pay not only in cash, but also by card, etc.

How to open a cosmetics store: assortment and suppliers

Whether your store will be profitable or not depends largely on how competently you form the assortment of goods and on how profitable terms you conclude agreements with suppliers.

No matter how much you want to save money, work only with those suppliers that can provide you with a guarantee of quality, otherwise during the check you may run into a fine, and if someone suffers as a result of using cosmetics purchased from you, then the punishment can be even more serious.

You can work both with foreign manufacturers and with domestic ones, the main thing is that their products are certified.

You can only work with professional brands, those that make products for the work of cosmetologists, in this case you will have to study the nuances of how to open a professional cosmetics store.

Here are some tips for forming an assortment for those who want to open a cosmetics store:

1. Sell ​​well-known brands (both expensive and economy class) that people like and the wave suits your customers with value for money.
2. Try to find a manufacturer of unique cosmetics and perfumes, whose products are not represented by others.
   This will become your competitive advantage.
3. Do not clutter up your store (especially if it is a small store) with a large abundance of goods.
   You are unlikely to have time to sell it before the expiration date, and it will be difficult for the client to navigate.
4. Expand your customer base by selling products for men, women, and children.
5. Your store should sell not only decorative cosmetics, but also:
   • care products for your face, body, hands, feet;
   • consumables: washcloths, cotton pads, manicure and pedicure supplies, etc.

The two most effective ways to place a product are by:

• manufacturers;
• purpose (shampoos, balms, face creams, hand creams, mascaras, lipsticks, etc.).

How to open a cosmetics store: registration

Interesting fact:
In the Dead Sea region, archaeologists have discovered an ancient cosmetic laboratory from the 1st century BC. On its territory were found millstones for grinding medicinal herbs, cauldrons for aromatic mixtures, amphoras with fragrant substances.

The easiest way to launch a startup from scratch is to register as an individual entrepreneur.

This form does not require a complex registration procedure and is suitable for aspiring entrepreneurs.

As for the form of taxation, you can also go the simplest way and choose - UTII, however, in this case, the area of ​​​​your premises should not be more than 150 squares.

But novice businessmen will not need a larger room, because in order to open a large cosmetics and perfumery store, you need to have a huge start-up capital for rent, purchase of commercial equipment, and so on.

When registering, select the code corresponding to your future activity in OKVED: 52.33.

The prerequisites for starting a business also include:

• opening a bank account;
• obtaining permits for the operation of the premises from state bodies: Rospotrebnadzor, Fire, Sanitary Service, etc.

Where exactly should you open a cosmetics store?

For the profitability of the business, the location you choose to open a cosmetics store is very important.

If you, wanting to save money, rent a room somewhere on the outskirts, then you will go bankrupt pretty quickly.

It is very important that the cosmetics and perfumery market is located in a place with high traffic of people.

Ideal locations are:

• shopping centers;
• markets;
• a separate room in the city center;
• densely populated residential areas.

It would also be nice to find a place near your potential customers, for example, hairdressers.

Of course, these specialized establishments will not buy cosmetics from you, but consumables in the form of cotton pads, sticks and other things - yes.

Where to open a cosmetics store?

This area is enough to accommodate all commercial equipment and demonstrate your product in the most favorable light.

In addition to the trading floor, you will have to equip a service room for staff, a small storage room + a bathroom.

That is, to open even a small business, you need an area of ​​​​at least 40 square meters. meters.

If you dream of a mini-supermarket with a large selection of cosmetics and perfumes, then look at the premises of 100-150 square meters.

Attention should be paid to the interior of the future market.

If you want to sell luxury cosmetics and perfumes, then do not spare money on decorating the premises, because you will be visited by wealthy clients.

In this case, it is better to invite a professional designer to develop an interior concept for you.

If you decide to open an economy-class cosmetics store, then you can limit yourself to light walls and ceilings so as not to distract attention from the product itself.

But, whatever the concept of your future business, take care of high-quality lighting of the premises so that buyers can have a good look at the products being sold.

Commercial equipment for a cosmetics store

Each owner is guided by the area of ​​his premises and the concept of the market.

For example, if you open something similar to a supermarket and mark goods with anti-theft elements, then you can buy more open windows and racks.

If we are talking about a small shop with one seller, then it is better to order closed glass shelves and display cases to reduce the chances of thieves to steal.

Let's say you decide to open a small (sales area - 25 squares) store of inexpensive cosmetics and perfumes.

In this case, you will have to purchase such trading equipment:

Item of expenses	Amount (in rubles)
Total:	100 000 rub.
Glass showcases	30 000
Open shelving fenced off with glass showcases	20 000
Closed hanging shelves	20 000
Cash machine	10 000
Other	20 000

And also take care of the equipment of the service room and bathroom for the staff.

You can buy a minimum set of furniture for 40,000 rubles.

Another 10,000 rubles. will go to a rack for storing goods in a warehouse or in a service room.

That is, spending on commercial equipment for a small cosmetics store is about 150,000 rubles.

Who should be the staff of a cosmetics store?

Of course, you need sales assistants, because they are the ones who sell the goods.

How many salespeople to hire is up to you, based on the size of your store and its opening hours.

If you decide to open a small cosmetics store, then it is quite possible to get by with one seller per shift.

Since most markets are open seven days a week, you will need two vendors to work in shifts.

And every store needs a cleaning lady and an accountant (at least part-time).

You can deal with procurement and administrative issues yourself.

The payroll costs of a small cosmetics and perfumery store would be:

How much money do you need to have to open a cosmetics store?

It is difficult to name the final amount that is needed to launch this startup.

It all depends on how big a cosmetics store you decide to open.

For example, to become the owner of a small (25-30 squares) store, you need to have at least 450,000 rubles.

But the monthly expenses (which the owner of the market must expect) directly depend on the city in which you are going to open a cosmetics store.

For example, prices for rent and wages in a small district center will be small, but in Moscow or another metropolis of the country, this amount will increase several times.

How to open a cosmetics store: a calendar plan

After you have thought through all the stages of launching a startup and calculating how much money you need to open it, make a calendar plan so that you understand exactly when you can open a cosmetics store.

Usually, such business projects can be implemented 4–6 months after the idea has arisen.

how to choose the right cosmetics in a specialized store:

Possible income of a cosmetics store

The trade margin for cosmetics and perfumes is 30-100%.

The lower the selling price of a product, the higher the markup will be, and vice versa.

The average profitability of this business is 10%, that is, you can recoup capital investments no sooner than in 1.5–2 years.

Prepare for the fact that in the first few months you will operate at a loss, because few customers will shop in your newly opened market.

Your task is to attract customers as quickly as possible.

In six months, it is quite realistic to reach such indicators of daily revenue: 5–8,000 rubles per day. If your store will work seven days a week, then the monthly revenue will be 150–210,000 rubles.

From this amount, 100,000 (mandatory monthly expenses) should be deducted and at least 30,000 rubles should be set aside for the next purchase.

Thus, the net profit of a cosmetic store with a formed customer base will be 20–80,000 rubles per month.

Before the holidays (March 8, February 23, February 14, New Year), these figures will increase significantly.

Popular stores can collect quarterly revenue during the two-week pre-holiday period.

As you can see, the income indicators of this business are not too high, but for many entrepreneurs they are enough to get interested in the topic, how to open a cosmetics store.

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The perfume business has always been very profitable, because it is very easy to sell perfumes. You just need to take into account all the nuances and find the right approach to organizing your own business. All these nuances are described in this article.

Everyone knows that perfume is one of the most expensive and favorite gifts. After all, the aroma of perfume can change a person, his style, one might say - decides his fate. That is why the perfume business is very profitable for the seller. This market is still developing in our country, stable growth is observed. Moreover, the growth was even in the crisis years, which is very important. Since the main target audience is women who want to look attractive, perfume products will always be bought, therefore, without hesitation, you need to build your business. By the way, well-known world perfume brands have invested a lot of money in advertising, so you do not need to do part of the work.

The costs for the perfume business are extremely low, since only the most popular brands of perfumes can be purchased from the start, in addition, wholesale perfumes are much cheaper than retail ones. Profitability ranges from 50%, but can reach up to 100 - 120%.

Stage 1. Selection of products.

What are perfume products? The first thing you need to decide is what type of product to sell.

Original perfume products are perfumes produced in the original factory, usually in France. Such perfumes are packaged in beautiful original boxes and belong to the premium class. It goes without saying that such products are above average. The target audience is the wealthy and the middle class. To sell such products, you need to invest a certain amount of money, because in addition to purchasing goods (which are quite expensive), you also need to spend money on the design of the store. Note that rich people will come to you to buy perfumes, because they cannot shop at the kiosk of the underpass.

Licensed perfumery products are perfumes produced under license at non-original factories. Usually made in China or Turkey. It is produced in the same packaging as the original, but the raw materials are used a little different, cheaper. The purchase price of such perfumes is 4-5 times lower. Target audience - middle class and below average.

Bulk products - perfumes supplied in cans. The packaging falls on the shoulders of the seller, that is, he pours perfume into the necessary container for a specific buyer. This is the best business in terms of investing small capital. Target audience - class below average, average.

Stage 2. Determination of the business model.

The most common business models are:

- cosmetics and perfume shop. It can be either a stand-alone store or a pavilion in a shopping center. Pros - you can significantly expand the range of products. Cons - significant investment in renting space, staff salaries, store advertising.

- Point of sale of perfumery. As a rule, this is a small area up to 4 square meters, where one seller sits and sells products. Naturally, capital investments are needed an order of magnitude smaller than in a store.

- Perfume online store. The cheapest option, because the costs will be only in the development of the site and its placement, as well as a small advertising campaign. The main plus is that you do not need to rent a site for storing products.

Stage 3. Calculation of the amount of financing.

If you want to invest not a very large amount, then it makes sense to trade only licensed and draft products. Also, you should not open a large store, a small outlet in a supermarket or shopping center is enough. Better yet, open an online store.

If you have enough finances, then, without hesitation, open a store with original perfume products.

Stage 4. We start implementing the business idea.

While you are reading this article, someone is already putting it into practice. So feel free to start, even if you have no experience in business. Otherwise, you won't get any experience.

At present, copies of the most famous perfumery products are most popular and widespread among the representatives of the beautiful half of our state, acting as an integral accessory of a harmonious complete image. Analyzing, as well as the prospect of starting to independently sell copies of branded perfumes, it is significant to understand the differences between copies of perfumery products and low-quality fakes.

Every girl who wants to buy analogues of famous perfumes asks herself the question: “What are the main differences between a copy of a perfume and a low-quality fake?” So, let's highlight the main differences:

• analogues copy notes by ninety-five percent, as well as the smell of the original, at the same moment a fake can have a completely different smell;
• analogues have fairly good durability, which is almost identical to the original, in turn, the fake has extremely low stability and completely evaporates after a couple of hours;
• analogues fully copy the base note, and therefore they are as similar as possible to the original.

Many companies that sell high-quality analogues of famous perfumes offer distance selling perfumes, which attracts the target audience with its favorable prices. The cost of similar perfumes is several times lower compared to the originals, which makes it possible to make fragrances beloved by users much more affordable.

It is important to say that there are no guarantees that well-known perfume outlets will not offer the consumer a high-quality analogue at the cost of genuine perfumes. That is why the vast majority of the fair sex is increasingly preferring to buy high-quality analog perfumes in online stores, which offer the widest range of named products at affordable prices.

Where is it worth buying in bulk high-quality analogues of perfumery products?

Recently, one of the most popular trends in modern business activity is the sale of analogues of branded perfumes in social networks, as well as on various specialized portals. Similar perfume products help anyone with the least investment to start their own business, the success of which in the future will depend solely on the quality of the perfume sold, as well as on the level of service. If the last moment depends only on the business abilities of a novice businessman, then the quality of products is determined exclusively by a reliable and trusted supplier who has all the supporting documentation for products sold in bulk. Thus, the Internet company http://glossdolls.ru/ offers wholesale consumers not only an excellent assortment of the most common copies of perfumes and eau de parfum, but also excellent prospects for establishing reliable partnerships.