Brioni licenses fragrances to Lalique until 2024
Brioni has licensed its fragrances to Swiss group Lalique SA. The Italian luxury menswear label, which is owned by Kering, has signed a license deal valid until 2024 with the Swiss luxury group, for the development and worldwide distribution of its new fragrances.
Brioni’s new fragrance collection will be launched in Q4 2020. It will be distributed through Lalique’s retail network, with a focus on the luxury menswear label's key markets, among them the USA, Russia, Europe and Japan.
Brioni, whose first foray on the perfumery market dates back to 1957, told FashionNetwork.com that the deal’s initial term can be renewed, and that further details on the fragrance line will be given next year.
The new fragrance collection is part of the initiatives planned by Brioni to celebrate its 75th anniversary in 2020, which will include the label's participation to Pitti Uomo 97 with an exhibition curated by Olivier Saillard.
After signing up Hollywood icon Brad Pitt as brand ambassador, Brioni – whose name has always been synonymous with style and elegance – is therefore working to further strengthen its selective brand image. “Brioni is one of the world’s leading men's ready-to-wear labels, and perfumes are an important expression for a luxury brand,” said the CEO of Brioni, Fabrizio Malverdi.
The beauty division of Lalique SA – a company set up in Zurich in 2000 and currently employing approximately 720 people – operates the Lalique, Jaguar, Bentley, Grès, Samouraï, Alain Delon and Ultrasun fragrance brands.
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