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Published
Apr 13, 2022
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Superdry signs fragrance deal with Lalique

Published
Apr 13, 2022

UK-based fashion retailer Superdry has signed a worldwide fragrance licensing agreement with Zurich-based luxury goods company Lalique Group.


Photo: Sandra Halliday



The group will exclusively create and distribute a collection of women’s and men’s fragrances for Superdry, with the debut launch in spring 2024. The agreement will initially run through to 2032.

Key markets will include the UK, US, Europe and Asia, distributed and marketed through Lalique Group’s global distribution network.

Superdry will join Lalique Group’s existing perfume portfolio which includes brands such as Brioni, Bentley Fragrances, Jaguar Fragrances, Parfums Grès, Parfums Samouraï and Lalique Parfums. The company also produces, markets and distributes cosmetics and jewellery.

Superdry CEO Julian Dunkerton said: “We’ve got great momentum in our brand and its distinct style choices. These will be complemented by our new Superdry fragrances and I am excited to be partnering with Lalique Group, a premium partner very consistent with our brand. 

“Importantly, our agreement also includes strong commitments on the sustainability of how the fragrances are produced and packaged.” 

Roger von der Weid, chief executive of Lalique Group, added: “Working with this young, dynamic brand with its distinctive style offers us a great opportunity to further expand our brand portfolio and to increasingly target the young generation as part of our client base.”

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