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Drom Launches New North American Expansion Strategy
Posted: June 6, 2013
From top: Andy O’Shea, (president consumer products North America, drom) and Robert Stapf (president fine fragrance North America, drom)
Drom fragrances, which is in growth mode, has reorganized its North American operation by creating units for focused market segments including a new consumer products division.
Until recently, drom’s entire North American creative team—across all disciplines from household, air care, personal care to fine fragrance—was located under one roof.
“We have been rocking and rolling for a while now and have simply outgrown ourselves, and with the strategy of having the whole band in one location, we were limited in how much we can expand," said Ferdinand Storp, drom’s global president and co-owner.
To facilitate its current growth strategy, drom decided to split the teams into two different divisions: a fine fragrance division, remaining in the current studio space in Tribeca, and a new consumer products division, located in drom’s facility in Towaco, N.J. Both divisions will have their own perfumery, evaluation, sales and marketing teams and will be managed independently.
Drom expanded the roles of its local management team and appointed Andy O’Shea as president consumer products North America and Robert Stapf as president fine fragrance North America.
"The consumer product arena has changed dynamically over the past few years, and fragrance development in this category is no exception," said O'Shea.
He later added, "the North American team will further enforce its ties with our international teams in Europe, Asia and South America to provide a global support for our clients."
Meanwhile, Stapf said the company has always approached its fine fragrance business from a global point of view.
"This new setup is another step to strengthen our approach, as the creative fine fragrance group in New York will work even closer with its colleagues in Paris as well as in Brazil, China and Germany," he said.