The Full Story
About Florray
Beginnings
How it began
Incorporated in 1993 by business and life partners Raymond and Florence, Florray was appointed the sole distributor for Bourjois Paris cosmetics in 1994.
They took Bourjois to major departmental stores like Isetan, Sogo and Metro and represented Bourjois’ first major foray into the South East Asian market.
There was humble success with Bourjois’ brand building and Florray started to acquire more brands for distribution with the likes of French skincare brand Orlane
and Australian mass cosmetic brand SATIN in the late 1990s.
A strong reputation was built with retailers and a mutual trust was built with the
Bourjois hierarchy, which is how Florray became one of the oldest distributor for
Bourjois and one who is still distributing Bourjois till this day.
Growth
A Family Affair
With over 20 years of experience in the industry with fashion & beauty powerhouse CHANEL, founder
Mr Raymond Lim was offered the opportunity to build another of the Wertheimer’s family-owned brand Bourjois – after CHANEL decided to incorporate their own company in Singapore in the early 1990s.
Florray was founded in 1993; helmed by Mr Raymond and wife, Florence. With this foundation they built a small
family business with brother-in-law and nephew joining the company in subsequent years. The approachable and open-nature work environment also encouraged the small group of staff to remain loyal for many years with some still employed since the mid 1990s. Building upon the traditions of a true family affair.
Passing The Torch
Florray continues its tradition of being a family-run business with son, Mr. Samuel Lim taking care of daily operations and his wife, Ms Grace Khoo watching over marketing and eCommerce activities.
Florray is still a distributor for Bourjois today and through the brand’s acquisition by Coty Inc in 2015, the door is open to other opportunities in the future for Florray and Coty.
In the last few years, Florray embarked on widening its brand collective in Singapore and was appointed the
exclusive distributor for new Korean skin care brand Lapothicell in 2016.
In 2017, appointed the exclusive distributor for no.1 Italian makeup brand PUPA Milano, and Top 5 Australian Natural skincare brand Natio.
In 2018, appointed the authorised distributor no.1
global face mask brand Mediheal from Korea. We started to expanded our online business presence by distributing to Amazon and Shopee Mall.
2019, we had expanded our brand portfolio to include popular nail brand Sally Hansen online as well in departmental stores in Singapore. In addition we had launched Max Factors in Departmenal stores such as Metro.
In 2020 with the world undergoing the new normal we had set up a strong presence online - with stores on Redmart, Lazada Marketplace, LazMall, Zalora, Amazon Fresh and Retail and Shopee Malls - we were well equipped for the changes in the retail sphere.
Facing the Challenges today
Don’t Forget to Follow
