April 20, 2009 13:21 ET

ENEX Group Joins the Perfume Revolution

PARIS--(Marketwire - April 20, 2009) - ENEX Group acquires a majority stake in French company LOUISE Entreprises, a company pioneering in the development of perfume in a stick.

Isabelle Masson-Mandonnaud, co-founder and partner of Dominique Mandonnaud in Sephora from 1993 until its sale in 1997, created LOUISE Entreprises in 2005. Since 2007, LOUISE Entreprises has opened a new perfume market by creating a new gesture: The Touch of Perfume, "The concept of solid perfume in a Stick." Through its two innovative labels, "Crazylibellule and the Poppies" (selective distribution) and "My Perfume is a Twistick" (mass market), LOUISE Entreprises offers another dimension in the world of perfume by putting forward an unexpected and innovative concept around the gesture and culture of perfume, and throughout a whole new universe favorable to a traveling delight of senses in the "Maison de Parfum" by "Crazylibellule and the Poppies."

The financing by ENEX Group will permit LOUISE Entreprises to reinforce its executive and operational teams in order to more rapidly enlarge its distribution in France and abroad. LOUISE Entreprises is already distributed globally, in many countries including the United States, China and Japan. The know-how of its Founder to create innovative concepts and her knowledge of the distribution channels has helped LOUISE Entreprises to develop rapidly. The capital raised will contribute to placing emphasis on marketing and communication activities to assist current and future distributors. This investment will also enhance the rapid growth of new products and other market leading innovations in perfume gestures in the marketplace.

Isabelle Masson-Mandonnaud explains: "The concept of the perfume in a stick is so innovative that we must go to market rapidly with our two labels, thanks to the assistance of the additional capital. The world of Perfume is infinite."

About ENEX Group SA

ENEX Group, created in 2006, is an independent capital company. ENEX Group finances high impact entrepreneurial companies in Europe with significant growth prospects (potential to generate EUR 100 Million turnover within 3 years). Companies must have a proven business model, commercial success and high core competencies in top management. ENEX Group participates as lead investor and typically invests between EUR 1M to EUR 8M. ENEX Group invests at various development stages from seed to expansion capital. ENEX Group closely works with companies to leverage their development globally.

Contact Information

  • Press Contact
    Aline Besselièvre
    Email Contact
    +33 1 44 50 58 76

    This information is provided by HUGIN