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HISTORY
The company was created in 1981 by Jean-Francois Sprecher and was one of the first Consulting Agency for
deluxe perfume brands in the Middle-East and Near-East such as Guerlain, Issey Miyake, Jean-Paul Gaultier or
Lalique.
Based in Dubai since 2000 and managed by Julien Sprecher and Axel Berrier , The company is acting now as a
Master Distributor and is Developing successfully prestigious perfume brands in the area such as Creed,
Lalique, Bentley or Parfums de Marly.
METHOD OF OPERATION
SBGC has a well-structured team operating from Dubai. The Area Managers and Marketing Brand
Managers are frequently on business trips and have therefore acquired full knowledge of the markets
which enable us to maintain the best brand visibility inside the shop, thanks to close relationships with
local distributors and retailers.
In this very competitive environment, we strongly animate the market based on the marketing plan of each
brand with the aim to gain market share and reach sales targets.
ORGANIZATIONAL CHART
SBGC DISTRIBUTION NETWORK (IN PINK)
SBGC Covers more than 20 countries:
DISTRIBUTION NETWORK
SBGC COVERS GCC LOCAL MARKETS AS WELL AS DUTY FREES AND AIRLINES
Boutique Magazine – Etihad airlines
Saks, Dubai
Duty Free – Dubai, UAE
Sky Sales Magazine –
Saudia airlines
NEW BRAND INTEGRATION
• We study the market to evaluate the potential of the brand and present a tailor made business plan.
• We study and understand the Brand Positioning and its “Look & Feel”.
• With a minimum of two distributors in each country we have the choice to select the best suitable for each
supplier/brand
• We define the best distribution network where the brand will be in its environment and will benefit from
the best visibility.
• We ensure:
1. PR coverage
2. Launch animation
3. Promoter/Sales team trainings
4. Merchandising solution
5. Continuous support through the year
BRAND REPRESENTATION - PUBLIC RELATION
A strong partnership with the Regional Press:
LOGISTIC PLANNING
A strong logistic team taking care of all transport and custom documentations for
smooth and efficient delivery in the region.
STRATEGY & INNOVATION
Each brand benefit from a 20 years expertise , receiving the best advise and
recommendation on strategic decisions
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Market knowledge: SBGC has acquired intimate knowledge of the region in which it
operates. Rigorous analysis of the competition and sector performance enables us to
closely monitor market dynamics feeding into tailor-made strategies

Retail expertise: with a focus on developing and promoting exclusive networks for its
luxurious brands, SBGC ensures the ultimate exposure of its perfumer brands.
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Consumer insights: over the years we have build a deep understanding of the consumers
of the region, from nationals, tourists to expatriates. These insights into consumer
behavior and attitudes provide the company with the essential tools for growth in the
region
CREATIVE DESIGN DEVELOPMENT
Developing concept design on permanent displays, podiums, visuals based on brand requirements.
Promotional display
Gondolas
NICHE BRAND PORTFOLIO
PRESTIGE BRAND PORTFOLIO
Make Up/Skin Care Brand
A GLOBAL BEAUTY BRAND
SOME OF OUR RETAIL PARTNERS
SBGC HAS BEEN IN COLLABORATION WITH CREED PERFUMES SINCE 1985
Creed benefits a strong brand awareness in the Middle East, thanks to continuous activities
throughout the years.
SBGC has developed boutiques, islands, personalized gondolas and personalized wall units
in most of the outlets to offer the best visibility. The brand is now personalized in more
than 100 point of sales and SBGC did open 3 boutiques in the region.
PERSONALIZATION
CREED BOUTIQUE DUBAI MALL
PERSONALIZATION
CREED BOUTIQUE KINGDOM CENTER SAUDI
PERSONALIZATION
CREED BOUTIQUE KUWAIT
PERSONALIZATION
CREED IS PRESENT WITH 6 SHOP-IN-SHOPS
Paris Gallery Dubai Mall
Paris Gallery Dubai Festival City
Paris Gallery Marina Mall
Paris Gallery Rashid Mall KSA
Al Hawaj Al’Ali Bahrain
Paris Gallery Bahrain
City Center
PERSONALIZATION
3 ISLANDS
Galeries lafayette – dubai mall
Pari Gallery – Ezdan Mall Qatar
Pari Gallery – Lagoona Mall-Qatar
PERSONALIZATION
MORE THAN 30 WALL UNITS WITH COUNTER
SAKS UAE
Hiland
Bloomingdales UAE
SELECTIVE ANIMATIONS FOR NEW PRODUCT LAUNCH
Galeries Lafayette 2014
BHV Lebanon 2014
Bloomingdales, Dubai Mall 2015
Gazzaz Riyadh K.S.A. 2015
PERSONALIZATION
LAUNCHED IN 2009, PARFUMS DE MARLY IS NOW WELL SETTLED IN THE REGION WITH 2 Boutiques
Parfums de Marly Boutique, UAE2
PERSONALIZATION
BOUTIQUE – RIYADH SAUDI
PERSONALIZATION
3 SHOP-IN-SHOPS
Paris Gallery, Dubai Mall
Paris Gallery, Red Sea Mall K.S.A.
Paris Gallery, Marina Mall Abu Dhabi
PERSONALIZATION
3 ISLANDS
Galeries Lafayette Dubai
Hiland UAE2
Harvey Nichols K.S.A.
PERSONALIZATION
PILLAR AT SAKS FIFTH AVENUE – BURJUMAN CENTER DUBAI
PERSONALIZATION
MORE THAN 30 WALL UNITS WITH COUNTER
Bloomingdales, Dubai Mall
PERSONALIZATION
MORE THAN 50 GONDOLAS
Paris Gallery - Tahlya Mall K.S.A.
Paris Gallery Mirdiff City Center
Dubai
Hiland UAE2
ORGANISATION OF PRESS EVENT BASED ON MARKETING CALENDAR
At Paris Gallery, Dubai mall – March 2013
PERSONALIZATION
LAUNCH ANIMATIONS
Harvey Nichols Kuwait
PERSONALIZATION
LAUNCH ANIMATIONS
Harvey Nichols Mall of Emirates, UAE-2015
PERSONALIZATION
AFTER ONLY 2 YEARS, ATELIER COLOGNE IS AVAILABLE IN MORE THAN 50 OUTLETS
Sephora – Mall of the Emirates, UAE
PERSONALIZATION
Atelier Cologne in SAKS 5th Avenue –Dubai in 2015
PERSONALIZATION
Opening of the department store Tryano in
Abu Dhabi with Atelier Cologne as part of
the Haute Parfumerie corner
PERSONALIZATION
RETAILTAINMENT: ENGRAVING MACHINE PRESENT IN MORE THAN 20 OUTLETS TO OFFER BEST SERVICE
AND PERSONALIZATION TO THE CUSTOMERS
Galeries Lafayette – Dubai Mall,
UAE
PILLAR Salam-oman
PERSONALIZATION
A VERY UNIQUE BRAND WITH A LARGE OFFER OF FRAGRANCES AND HOME INTERIOR CANDLES
Galeries Lafayette – Dubai Mall, UAE
PERSONALIZATION
WALL UNIT & ISLAND
Saks Fifth Avenue – Burjuman, UAE
Paris Gallery – Granada Mall, K.S.A.
ANIMATION
PARIS GALLERY RASHID MALL – DECEMBER 2014
ANIMATION
PARIS GALLERY TAHLIA MALL – DECEMBER 2014
ANIMATION
SAKS DUBAI – MARCH 2015
ANIMATION
SAKS FIFTH AVENUE, BAHRAIN – MAY 2015
PERSONALIZATION
A STRONG VISIBILITY IN THE REGION FOR THIS HISTORIC FRENCH BRAND
Paris Gallery – Dubai Mall,
SBGC has been in collaboration with Lalique Parfums since 1988.
ANIMATION
CONTINUOUS ANIMATIONS THROUGH THE YEAR FOR A MAXIMUM VISIBILITY
Debenhams, dubai mall – January 2015
Debenhams, yas mall ABU DHABI – January 2015
ANIMATION
CONTINUOUS ANIMATIONS THROUGH THE YEAR FOR A MAXIMUM VISIBILITY
Paris Gallery – Dubai Mall, UAE 2015
MERCH-QATAR-2015
ANIMATION
CONTINUOUS ANIMATIONS THROUGH THE YEAR FOR A MAXIMUM VISIBILITY
Dubai Mall, UAE-2015
ANIMATION
STRONG PARTNERSHIP WITH JAGUAR MOTOR TO ANIMATE THE MARKETS
ANIMATION
ON GOING ANIMATIONS
Visitor - Airport, Kuwait
Tanagra - Fanar
Debenhams – Souq Sharq
ANIMATION
LAUNCH EVENT - QATAR
ANIMATION
A STRONG BEGINNING FOR THE NEW BENTLEY FRAGRANCE BRAND LAUNCHED IN 2013.
BENTLEY ABSOLUTE – BAHRAIN CITY CENTER PODIUM
PRESS LAUNCH
LAUNCH EVENT – BAHRAIN BENTLEY SHOWROOM
ANIMATION
BENTLEY ABSOLUTE – K.S.A: SCRATCH & WIN
ANIMATION
LAUNCH EVENT – SAUDI BENTLEY SHOWROOM
ANIMATION
LAUNCH EVENT – QATAR BENTLEY SHOWROOM
RAFFLE DRAW – PARIS GALLERY DUBAI MALL UAE
SBGC – DISTRIBUTOR
ANNUAL SEMINAR
REGIONAL TEAM GATHERING TOGETHER EVERY YEAR FOR WORKSHOPS AND AWARDS.
2012 in Mauritius, Africa
2014 in Phuket, Thailand
2013 in Mykonos, Greece
2015 in Marrakech, Morocco