ICI Paris XL

ICI PARIS XL is a beauty chain founded in the late 1960s in Belgium. The name ICI PARIS XL means 'This is Paris' -- which happens to be the same slogan that the Paris Saint-Germain football club uses -- and was derived from the train trips that were undertaken by the founders on their way to buy perfume from Paris. The XL refers to the location of the company's first store, which was located in Ixelles, a neighbourhood of Brussels.