Parfumerie Générale, a niche perfumery founded and led by perfumer Pierre Guillaume, will now be showcased in a brick-and-mortar store in Paris, France called Aépure from April 2009. Update: it is not the first flagship store of the brand as the announcement seemed to imply a bit ambiguously, just another selling point for PG that is going to open soon...
Aépure presents itself as more than just a perfumery and will offer "cosmetics, wellness and luxury perfumes from here and abroad," carrying other brands than its own. The tag line for the store is "Extraits de Beauté" (Essences of Beauty). Aépure is not owned by Parfumerie Générales but by the company Ultimate Beauty (precision received from Parfumerie Générale).
More details are coming soon, but the new address is already known and is located in the 6th arrondissement of Paris near rue de Buci, rue de Seine, at the juncture with rue Mazarine, in a lovely area replete with art galleries (the Ecole des Beaux Arts is nearby), cafés, and historic landmarks.
35, rue Guénégaud
En version française sur Anthropologie du Parfum