5 Minutes With Corinne Bensahel, Senior Vice President, The Baobab Collection

Fragrance and homeware retailer The Baobab Collection first came to life in 2002, 15 years later it has opened the doors to its first London Flagship Store. We spoke to Senior Vice President Corinne Bensahel to find out where her scented inspiration comes from, and why London is so important for The Baobab Collection.

100
The Baobab Collection
Corinne Bensahel is the Senior Vice president of The Baobab Collection

Tell us a bit about yourself and your background before Baobab Collection. What have been your career highlights?

Raising my Children! And being a very very unusual investment banker with a lot of creativity.

What got you into the retail sector in the first place? 

I love retail, I think it is the only way to have a direct access to the clients, to know more about the product I design.

However, we will not open many boutiques as it is not our strategy. London was a priority for us, we waited a long time to finally get the right location.

Describe your role and responsibilities as Senior VP of Baobab Collection?

Strategy, next to my President Pascal Pollet and also design, marketing and visions. I am hyperactive so I have no problem to go from planning an event in Milan to the design of my next collection.

How has your previous experience aided your current job? 

Everything, you are always enriched from others. My previous experiences from investment banking to jewellery and interior design brought me a lot. I am using the same tools to create today.

Congratulations on the launch of the London flagship, what made you want to open up a shop in London?

As I just said, our strategy is not to open many stores over the world but only at the right location. London is international, vibrant and trendy.

It was important for us to have a real presence. On the other hand, London is really under the domination of department stores and it was important to us to take a place with our name on it.

How has Baobab Collection adapted to the challenges that face retail at the moment?

By being consistent.  Creating and producing high end quality product that is fragranced exquisitely and looks beautiful.  By being exceptionally creative in our designs and home fragrances and offering an exclusive service and experience.

What is the most challenging aspect of your job?

To push the young people working with me to have an endless curiosity.

I think the most challenging thing is really to understand that we need to be careful and look around quickly and to stay very stable in our offer.

CLICK HERE TO READ OTHER ‘5 MINUTES WITH…’ PROFILES

What is the most rewarding?

When people love and buy what you designed. Creativity is coming from your soul so it is really like recognising what I am inside.

Can you talk about any upcoming projects at Baobab Collection that you’re working on at the moment?

A candle for breast cancer that I will call women. My mother died from a breast cancer, it is a little bit like designing a perfume for her.

What advice would you give someone who is considering embarking on a career in retail?

The product is essential.

What would you say is the biggest risk for the retail sector, given the current climate?

The biggest risk is digital, people will buy in their home only without any emotional experience.

I don’t feel threatened by Brexit, this is life. English people are wise business people so…

I just want to add something for the young people, don’t think too much, if you want something deeply, fight for it.

Click here to sign up to Retail Gazette’s free daily email newsletter

LEAVE A REPLY

Please enter your comment!
Please enter your name here