The words soap and luxury don’t often go together.
But Claus Porto, a 130-year-old Portugal-based company, is attracting the attention of American high-end merchants such as Neiman Marcus and Bergdorf Goodman, which sell its handcrafted soaps.
Distinguishing the soaps, according to Francisco Neto, Claus Porto’s chief executive officer, are intricate graphic designs preserved from the company’s history. Each soap is imbued with signature fragrances, are individually hand wrapped and finished with a lacquer seal.
Kelly St. John, vice president and divisional merchandise manager of beauty at Neiman Marcus, explained why the brand won her over. “Just as Neiman Marcus prides itself on offering customers unique and thoughtful items, so too, does Claus Porto.” She added the detailed packaging and artisanal scents grant each soap and hand cream an opportunity to “surprise and delight” their customers.
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With retailers seeking products beyond the ordinary, Claus Porto is revving up growth in the U.S. by adding more products to its lineup including a new candle collection, as well as a scented hand cream collection that will be carried by Neiman. Renowned perfumer, Lyn Harris, collaborated with Claus Porto to modernize the fragrances across their soap, hand cream, and candle collections.
The company isn’t ruling out the potential to widen the brand’s name in the U.S. with freestanding stores in the years to come. Its first branded store debuted last September, a 500-square-footer in Lisbon.
Later this year, Claus Porto will augment its bar soaps with liquid companions. A home fragrance collection is also in the pipeline.
Those add to the fourth-generation’s portfolio of a men’s line called Musgo Real, including soaps, shaving essentials and colognes.
In addition to premium department stores, Claus Porto is sold domestically in specialty stores and online. Globally, the line is available in 60 countries in prestige retailers.
“People are well-traveled and know our products from Harrod’s or Le Bon Marché,” Neto said. “Or customers are attracted to them for their artisanal appeal and like that they are something different and haven’t [gone commercial]. We have many people buy for self-purchase or gift.”
Prices range from $12 for a single soap to $75 for candles. Great care has been taken to update some of the heritage lines, such as the men’s collection, to maintain the history while modernizing the look.
Beyond the Lisbon stores, a flagship three-story combination of museum and retail location will bow this April in the company’s home of Porto, Portugal. The space tells the history of the company and also has chairs for services. “It is more than selling product, our mission is to tell the brand story and have people fall in love with the brand,” Neto said.