Lalique Group signs Superdry fragrance licensing agreement

By Julia Wray | Published: 12-Apr-2022

The first sustainably produced and packaged fragrance will hit shelves in 2024

Lalique Group has inked a global perfume licensing agreement with fashion brand Superdry.

The agreement, which will run through to 2032, will see Lalique Group exclusively create and distribute a collection of women’s and men’s fragrances for Superdry, with the first fragrance due for launch in spring 2024.

The brand will join names including Brioni, Jaguar Fragrances and Bentley Fragrances – as well as Lalique Parfums – within the Lalique Group portfolio.

Superdry was founded in the UK in 2003 and combines American styling with Japanese inspired graphics.

It operates in 50 countries with 228 physical stores and around 480 franchises and licensees, while retails to more than 100 countries.

The Lalique Group licence is expected to help build Superdry’s reputation within key markets including the UK, US, Europe and Asia, and the fragrance will be distributed and marketed via Lalique’s global distribution network.

Roger von der Weid, CEO of Lalique Group, said: “Working with such a dynamic and inspiring brand with its distinctive style offers us a great opportunity to further expand our brand portfolio and is set to be a winning match.”

Meanwhile, Superdry CEO Julian Dunkerton added: “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.”

The deal was brokered by IMG.

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