Coty signs licensing deal with Italian fashion brand Marni

By Austyn King | Published: 6-Feb-2024

The owner of Burberry and Gucci fragrance licences will develop fragrance and beauty products inspired by the brand’s fashion collections

Coty has signed a licensing agreement with Italian fashion brand Marni to create fragrance and beauty products.

The deal will see the brand owner develop fragrance and beauty skus inspired by Marni’s approach to materials and colours in its fashion line, with the first products from the collaboration expected to launch in 2026. 

Marni previously had a fragrance licence partnership with Estée Lauder Companies in 2012. 

Coty said the partnership strengthens its presence in the luxury fragrance sector, presently holding licensing deals with brands including Burberry, Gucci, Davidoff and Hugo Boss.

Demand for luxury fragrance saw the company’s sales surge by double digits in Q1 2024, driven by new launches from the likes of Burberry and Gucci.

Meanwhile, the company recently renewed its licensing agreements with Dutch fashion label Mexx and German underwear brand Bruno Banani.

“We are delighted to announce our new partnership with Marni, a brand known for its innovation, creativity and unique youthful approach to luxury,” said Sue Nabi, Coty’s CEO.

“Marni is highly recognised in the fashion industry, with particular brand strength in Asia and Europe. 

“This licensing agreement aligns with Coty’s highly successful strategic direction of focusing on fashion-driven licences with multi-category potential that resonate across key markets. 

“We are excited to start working with Marni to develop premium beauty offerings that bring the fashion house’s visual style and values in beauty to life.”

Founded in 1994, Marni is known for its unique use of materials and colours in its approach to fashion, with its collections featuring bold colours, prints and shapes.

“The alliance with Coty, a pioneering force in the beauty industry, marks a pivotal moment in the evolution of Marni, in line with our commitment to offer a holistic brand experience,” added Barbara Calò, Marni’s CEO.

“Through the introduction of fragrances and beauty products that will seamlessly integrate into our brand universe, we’re redefining the brand's boundaries, opening up new opportunities of affirmation for Marni.”

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