Mäurer & Wirtz acquires Baldessarini fragrance business
License acquired from Procter & Gamble
German fragrance house Mäurer & Wirtz has acquired the license for Baldessarini fragrances from personal care giant Procter & Gamble.
In the past year Mäurer & Wirtz, based in Stolberg, Germany, has restructured its business to operate through three corporate units – Beauty, Prestige and 4711. Mäurer & Wirtz’s managing director, Fabian Krone, explains: “One of the aims we had set ourselves with this corporate reorganisation was to expand our license business in the Prestige sector and to drive the internationalisation of all three units, not only in our present markets but also in new markets. Our new brand Baldessarini is a perfect match for this strategy.”
Baldessarini is originally a German fashion brand, which once formed part of the Huge Boss label, and has created apparel since it was established in 1994 with fragrances being rolled out since 2002. The acquisition means that Mäurer & Wirtz will be able to capitalise on some new markets as Baldessarini is especially strong in eastern Europe’s luxury segment.
