May 2026 – Bluebell Group, Asia’s leading omnichannel brand operator and distributor, and French high perfumery house MATIERE PREMIERE are pleased to announce the expansion of their partnership into travel retail in mainland China, Hong Kong, and Macau. This strategic move marks a significant deepening of the relationship between the two companies and a continuum of their successful collaboration in Japan since 2024 and South Korea in 2025. Together, they aim to build upon this regional success and bring MATIERE PREMIERE’s unique olfactory craft to one of the world’s most dynamic markets

“Expanding our presence into the Greater China Travel Retail market is a major milestone for MATIERE PREMIERE. Following our successful launches in Japan and South Korea, we are thrilled to deepen our relationship with the Bluebell Group. Their unmatched expertise in the Asian luxury landscape makes them the ideal partner to introduce our radical, ingredient-driven perfumery to travellers seeking authentic high-perfumery experiences. We have full confidence in Bluebell’s ability to uphold our brand’s authenticity and French heritage while navigating this dynamic and sophisticated market.” — Cédric Meiffret, Co-Founder of MATIERE PREMIERE.

Jenny Lai, President and CEO of Bluebell Greater China: “We are delighted to expand our partnership with MATIERE PREMIERE. The Chinese fragrance market is evolving rapidly, with consumers seeking niche, authentic brands. MATIERE PREMIERE’s direct, radical, and uncompromising scents makes them a perfect fit for this sophisticated market. I look forward to partnering with the entire MATIERE PREMIERE team to bring this brand to the next level with the discerning Chinese clientele.”

This partnership combines MATIERE PREMIERE’s excellence in fragrance creation with Bluebell Group’s sophisticated operational and brand building strengths. To support this new chapter, Bluebell Group will leverage its deep-rooted relationships and market expertise to boost MATIERE PREMIERE’s presence with the luxury travelling consumer. By providing the necessary on-the-ground expertise to uphold MATIERE PREMIERE’s global standards, Bluebell ensures that the brand’s French heritage and purity remains consistent across every touchpoint.

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ABOUT MATIERE PREMIERE

Founded in 2019 by Aurélien Guichard, Caius von Knorring, and Cédric Meiffret, the fragrance house MATIERE PREMIERE stands out for its unique approach to perfumery, centered on the raw expression of an exceptional natural ingredient. Aurélien Guichard, Founder and Perfumer, elevates each chosen ingredient through contemporary compositions with a distinctive, long-lasting sillage.

Present in over 60 countries and more than 600 points of sale, MATIERE PREMIERE favors selective distribution, with a growing presence in renowned luxury destinations such as KaDeWe in Berlin, Printemps , Galeries Lafayette, Harrods, Liberty, Selfridges and Saks Fifth Avenue.

ABOUT BLUEBELL GROUP

Bluebell Group has pioneered building successful brands in Asia since 1954. As Asia’s partner of choice, Bluebell Group is present in Japan, South Korea, Mainland China, Hong Kong SAR, Taiwan, Macau SAR, Singapore, Malaysia, and Australia. 

The Group’s distribution network includes flagship stores, shop-in-shops, counters, its own multi-brand concepts, as well as a highly selective wholesale network, together with both direct e-commerce and marketplaces, covering both domestic and Travel Retail. The Group operates across multiple product categories: Accessories, Footwear, Apparel, Fragrance, Beauty, Gourmet, Jewellery, Watches, and Tobacco. A family-owned group, Bluebell Group today has over 2,500 employees, 650 points-of-sale, 170+ brand partners.

www.bluebellgroup.com

PRESS CONTACT

Bluebell Group

group.comm@bluebellgroup.com