Here to stay: How BALR. became a key player in the fragrance market

As a strategic partner, we provide tailored solutions to develop and grow brands. Aligned with brands’ growth objectives, driven by data, and designed for long-term success. We work with bold companies with ambitious goals. Like BALR. By building on their strong foundation, we developed a luxury perfume line, boosted brand awareness, and created a sustainable revenue stream that will contribute to their international growth.

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About BALR.

High quality and prestigious. That's BALR. in a nutshell. Based in Amsterdam, BALR. was founded in 2013 by professional football players. This luxury lifestyle brand has since taken over the market with athletics-inspired fashion and unique collaborations with world-famous brands, from Puma to Rolex. A leader in its field, BALR. carries out its lifestyle image through its digital channels, including social sports community 433, to reach millions of BALR.s worldwide.

The challenge
By expanding into the perfume market, they aimed to bring the BALR. brand to an entirely new

audience. That required a partner who could not only help them navigate the beauty market,

but who would be equally invested in the success of the BALR. Brand. In B&S they found a

dedicated partner with a proven track record of developing and growing brands.

The process

BALR.'s vision combined with B&S’s expertise guided the product development process. In close collaboration with industry experts, we selected the right ingredients and formulas to turn that vision into six high-end fragrances. Each beautifully designed in line with their brand identity. Introducing a full line from the get-go sent a clear message to the world: BALR. is here to stay.


A selective distribution strategy, supported by our connections and extensive network, allowed BALR. to launch in prestigious channels such as Douglas, consistent with their brand identity.


Driven by data and our extensive experience, the 360-marketing approach was designed to convert. Engaging shopfloor designs, highly trained staff, and powerful digital marketing boosted brand awareness and sales.


The launch of the Reflect limited edition fragrance, developed based on the best-performing specs, further added to BALR.'s exclusive identity.

The result

Established player in the beauty market

The strategic approach paid off. The exclusive distribution agreement with Douglas quickly expanded. The limited-edition fragrance was hugely successful, selling out in less than three months, and will soon be added to the key range.

Significant growth

Revenue quadrupled within a year. Strong early sales results contributed to significant growth in minimal time.

International expansion

BALR. is growing rapidly. After a successful launch in the Netherlands, BALR. is introducing its full line in all ICI Paris XL stores in Belgium. It's the next step in BALR.'s roadmap to become a leader in the Benelux perfume market.

Strong partnerships

Strong partnerships are contributing to BALR.'s success. Consumers in thirteen countries order their favourite fragrance through Parfumdreams, German BALR. fans buy at Douglas, and travellers worldwide find the brand in B&S-owned airport retail stores.

A data driven approach, designed for long-term succes.
The strategic approach, grounded in passion for the brand, experience, and data, put the BALR. fragrance line on a path of rapid growth. It built a foundation for an exciting future. With more fragrances, in more stores, in more countries.

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