Heritage
A house, in its own words
Coup de Coeur operates as a brand under New Deal Trade International, with all products designed and manufactured in France. The brand does not claim an extensive historical lineage typical of heritage fragrance houses, instead positioning itself as a contemporary player in the niche perfume market. Unlike houses such as Jovoy, which was founded in 1923 and experienced periods of dormancy, or Creed with its multi-generational family tradition, Coup de Coeur represents a more recent emergence. The brand released its initial collection of six fragrances in 2023, suggesting a relatively recent entry into the fragrance market. The parent company, New Deal Trade International, manages the brand's operations, though specific details about the founding circumstances or founding team remain limited in publicly available sources. The brand's French manufacturing commitment distinguishes it in a market where production location varies widely among fragrance houses. The brand operates with a philosophy centered on French craftsmanship and accessible luxury. By maintaining all design and manufacturing operations within France, Coup de Coeur ties its identity to French perfumery traditions and quality standards. The 2023 fragrance collection demonstrates thematic consistency around romantic and evening-oriented concepts, with names like Ma Nuit (My Night), Harmonie du Soir (Evening Harmony), and J'ai Rendez-Vous (I Have a Date) establishing an intimate, personal tone. The bespoke creation of Rose de Feu for artist Amery Bohling suggests the brand values personalized relationships with its clientele rather than purely commercial production. The brand offers multiple product formats, including body mists and mini perfumes alongside full-size fragrances, indicating an approachability that welcomes newcomers to fragrance exploration. This democratization of French perfumery represents a core positioning, making the brand's offerings available in various sizes and price tiers.