10ML plans perfume pop-ups in Europe’s four biggest EU markets

Dortmund-based perfume retailer 10ML says its next pop-ups will target France, Italy and Spain after launching in Germany, as part of a €35 million three-year expansion plan. The rollout aims to reach the EU’s four most populous countries, which together account for nearly three in five EU residents.

Why it matters: - 10ML is using physical pop-ups to push deeper into the EU’s largest consumer markets. - The plan puts the retailer in front of the four most populous EU countries, where more than 261 million people lived on Jan. 1, 2026, according to Eurostat. - The expansion supports 10ML’s stated goal of becoming Europe’s largest perfume retailer.

What happened: - 10ML said its pop-up programme is aimed at Germany, France, Italy and Spain. - The retailer opened what it says is the world’s first AI perfume decanting pop-up in Dortmund, Germany. - 10ML is now working on pop-ups in France, Barcelona and Milan. - The programme is part of a €35 million, three-year commitment to AI, technology, inventory and expansion.

The details: - Germany had 83.5 million residents on Jan. 1, 2026, and the Dortmund pop-up is already open. - France had 69.1 million residents, and 10ML says a pop-up is in the works there. - Italy had 58.9 million residents, and 10ML is planning a Milan pop-up. - Spain had 49.6 million residents, and 10ML is planning a Barcelona pop-up. - 10ML already delivers to all four countries and runs its shop in German, French, Italian and Spanish. - The company says it carries 1,059 original perfumes from 89 designer and niche houses. - Those brands include Dior, Louis Vuitton, Hermès, Creed, Maison Francis Kurkdjian and Xerjoff. - Every fragrance is offered in 30ml format. - 1,055 perfumes are also available in 3ml and 10ml sizes. - The same range ships to 26 EU countries, home to more than 446 million people, with orders leaving on the next working day. - 10ML’s shop runs in 10 languages, including Polish, Romanian, Czech, Hungarian, Greek and English. - Each language version has its own translated web address, product pages and guides. - 10ML says it has more than 100,000 customers. - The company says its annual revenue run rate is above €10 million. - 10ML says it buys from authorized EU distributors and directly from brands, then decants every perfume itself. - 10ML sells only original perfumes.

Between the lines: - The pop-up strategy gives 10ML a physical storefront presence in markets where it already has digital reach. - Targeting the EU’s most populous countries suggests the company is focusing on density as much as geography. - The mix of AI, multilingual commerce and controlled inventory points to a broader effort to scale while keeping the product model standardized.

What’s next: - 10ML is working to open the France, Milan and Barcelona pop-ups after Dortmund. - The company’s broader expansion remains tied to its €35 million investment plan over three years. - 10ML says it will keep building toward its goal of becoming Europe’s largest perfume retailer.

The bottom line: - 10ML is turning its online perfume business into a cross-border retail network, starting with the EU’s biggest markets.