By Alessandro Carrara
The renewed partnership aims to increase awareness of the brand’s hero fragrance range, Boss The Collection, in new key markets
Coty and Hugo Boss originally penned the deal in 2016
Coty has extended its licence agreement with fashion and fragrance brand Hugo Boss until at least 2035.
The deal, which began in 2016, includes all of Boss and Hugo fragrances for men and women.
The renewed partnership also aims to strengthen the brand’s hero fragrance range, Boss The Collection.
Markets such as the Middle East and China will be key locations for increasing brand awareness.
“We are delighted to extend our highly successful partnership with Hugo Boss, one of the leading premium fragrance brands in our portfolio,” said Sue Y. Nabi, Coty CEO.
“Together, we have created many iconic male fragrances, which have been enthusiastically received by consumers, and we look forward to building on these successes.”
Coty said it has no other sizable licence renewals in the next six years, with the average remaining duration of the company’s top six licences now being approximately ten years.
“We are excited to continue our successful partnership with Coty and are convinced that we have the right partner at our side to exploit the full potential of Boss and Hugo in the global fragrance business," said Daniel Grieder, CEO of Hugo Boss.
It comes as Hugo plans to reinvent its brand structure and sharpen its focus on Gen Z.