L’Occitane International has announced the disposal of the Le Couvent Des Minimes brand to the HLD Group and Mr Didier Tabary.

According to a statement from L’Occitane, the transaction was finalized on 12 January 2017 and comes as the company looks to streamline its strategies to focus on its pillar brands L’Occitane en Provence, L’Occitane au Brésil, Melvita and Erborian, which are said to create a better return for the company’s shareholders.

The move comes at a time of expansion for the company, which has opened its first experiential flagship store on Fifth Avenue in conjunction with design agency School House, moving the company into experiential retail, a trend which is growing in momentum amongst beauty powerhouses.