Scentified opens Nigerian operations

Luxury fragrance retailer, Scentified, has commenced operations in Nigeria with the opening of its first physical outlet in Lagos.

The outlet, located at The Legend Hotel Lagos Airport, was unveiled alongside the introduction of Andraste, a new fragrance from British perfume house Boadicea the Victorious.

The company, which operates under Cascades Luxury Limited, said its decision to establish operations in Nigeria was driven by the demand for international niche perfume brands among Nigerians and the opportunity to make such products available locally.

Speaking at the opening of the outlet, Founder and Director of Scentified, Derrick Chike Memeh, said the business initially operated in London as Cascades Consult before expanding into luxury fragrance retail.

He said its relationships with major retail outlets in London, including Harrods and Selfridges, exposed the company to international perfume brands patronised by Nigerians shopping abroad.

“Through a curated relationship with top malls in London, such as Harrods and Selfridges, where a lot of discerning Nigerians shop, we decided to bring in some of the top niche fragrances found in exclusive stores around the world to Nigeria,” Memeh said.

Memeh said the company was exploring partnerships with hotels as part of its distribution strategy, adding that the new outlet was intended to reach customers within the hospitality sector.

He said Scentified also operated at a Marriott hotel in Ghana and planned to open another outlet at Lancaster Hotel in the country. The company is also considering expansion into South Africa and Ethiopia.

On the challenge of counterfeit and adulterated perfumes, Memeh said Scentified held exclusive distribution rights for several of the brands it represented, restricting their sale to outlets approved by the company and the brand owners.

Also speaking, Chief Marketing Officer of Boadicea the Victorious, Janet Inglis, described Nigeria as an important market for the British perfume house, which introduces new fragrances several times a year.

She said Andraste was inspired by the Celtic goddess of courage and victory, whom Queen Boadicea was believed to have invoked before battle.