EXCLUSIVE: Dupe Fragrance Firm Dossier Gets New Investment From American Pacific Group

Dossier is looking to grow the quality empire it built disconnected of dupe fragrances with the assistance of caller backers.

Private equity steadfast American Pacific Group made what it described arsenic a “strategic investment” successful the company, alongside laminitis Sergio Tache and different existing shareholders.

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Terms of the woody were not disclosed, but the concern is believed to beryllium for a controlling stake.

Tache, who is besides main enforcement serviceman of Dossier, volition proceed to pb the concern into its adjacent phase.

The program is to support the fragrance company’s already melodramatic maturation rolling by adding much products, much categories and much pathways to the consumer.

For Tache, it’s a accidental to physique connected the archetypal imaginativeness of Dossier, which was incubated successful collaboration with Otium Studio and launched successful 2019.

“It started from a precise elemental observation,” the CEO said. “The perfume manufacture didn’t marque a batch of consciousness to us. It didn’t marque a batch of consciousness that to spell retired and odor bully connected a date, you had to fork implicit $150, $200-plus to get a bully perfume.

“What we acceptable up to bash is truly make the aforesaid prime perfume arsenic each the luxury brands, taking the aforesaid large ingredients, the aforesaid large craftsmanship, made successful France, but removing each the fluff and truly going backmost to what perfume should beryllium about, which is the existent liquid successful the bottle,” Tache said.

What started arsenic a postulation of 20 dupe perfumes — Dossier calls them “Inspirations” — has grown into a enactment of 150 scents that are designed to odor conscionable similar decorator versions, but spell for $30 to $50.

Despite launching into a satellite that was instantly disrupted by the pandemic, maturation has travel quickly.

Dossier started selling Walmart successful 2022 and, according to Tache, is present the retailer’s number-one perfume brand. In 2023, the institution added an “Originals” enactment featuring its ain scents. In September, Dossier started selling Target, wherever it is among the apical 3 perfume brands, though the CEO said, “hopefully we tin go fig one, hopefully soon.” The institution besides started to unfastened its ain stores past year.

That maturation isn’t coming successful a vacuum.

The quality and manner industries person been questioning each the accepted concern models and experimenting with caller twists connected however to get goods retired to the market.

And some consumers and investors person been responding. Quince, an eight-year-old factory-direct manner conception that topped $1 cardinal successful income past year, raised $500 cardinal past period astatine a $10.1 cardinal valuation.