Lalique to create fragrances for Superdry
Lalique has signed a worldwide perfume licensing agreement in which it will exclusively create and distribute a collection of fragrances for the Superdry fashion brand.
In a deal brokered by IMG, the first perfume will be launched in spring 2024.
Building on Superdry’s reputation within key markets including the UK, US, Europe, and Asia, it will be distributed and marketed through Lalique’s global distribution network.
Founded in 2003, Superdry operates in over 50 countries with 228 physical stores, around 480 franchisees and licensees, and a website retailing to over 100 countries worldwide.
Julian Dunkerton, chief executive of Superdry, 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.”
Lalique’s existing perfume portfolio includes Lalique Parfums, Brioni, Jaguar Fragrances, Bentley Fragrances, Parfums Grès, and Parfums Samouraï.
Roger von der Weid, chief executive of Lalique Group, said: “We are delighted to be Superdry’s exclusive perfume partner. 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.”
