Dirk Bikkembergs adds perfumes to range
Dirk Bikkembergs is continuing to diversify. Following the addition of accessories, the sport couture brand is now entering the fragrance industry for the first time. The Italian group Zeis Excelsa, which in 2011 bought the label founded in 1989 by Belgian fashion designer Dirk Bikkembergs, announced in a statement that it has entered into a ten-year license agreement with Perfume Holding "for the design, development and distribution of Dirk Bikkembergs' first line of perfumes."
The exclusive agreement has been in effect since December 2014 and includes plans to launch the first fragrance in the first quarter of 2016, with "significant investments in marketing and communication."
Based between France and Italy, the group, which is an international player in the perfumes and cosmetics industry, is controlled by the investment firms Investindustrial and Orlando. Its portfolio of brands includes Atkinsons, I Coloniali, Ferrari, Iceberg, La Perla, Liu Jo, Morris and Sergio Tacchini, and has an extensive retail network in 100 countries.
The two companies evoked "a long-term partnership," without specifying the terms. "The goal is to bring Dirk Bikkembergs fragrances to key markets in Europe, Russia and the Middle East - to the largest and most prestigious stores, perfumeries and brand boutiques around the world," said Zeis Exelsa in a statement.
Dirk Bikkembergs has increased its licenses in recent months with Perofil for underwear and beachwear, Vicenza Sinv for ready-to-wear, travel item specialist Bologne Tichebox for bags and leather accessories, and weaver Como Canepa for fabric accessories for men and women.
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