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Florame USA

Executive Summary

French organic beauty company says it will undergo phased expansion in the U.S. personal care market. According to Chief Operating Officer Alain Berthelot, the company will take a "personal approach" to building the brand and capitalizing on U.S. consumers' growing interest in organic personal care, employing grassroots tactics to grow its retail, Internet and wholesale presence first in Texas and later across the U.S. The 16-year-old maker of certified organic eaux de toilettes and skin-, body- and hair-care products opened its first U.S. retail location in San Antonio, Texas in Sept. 2006. San Antonio is the "ideal location" for its first store, the firm maintains, noting that the city is not only one of the fastest growing in the nation but also home to a large Hispanic population, a consumer base found to be more interested in organic products than the general population, according to Florame USA...
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