The Lalique group signs a licensing agreement for Superdry fragrances
The first sustainably produced and packaged fragrance will hit shelves in 2024
The deal, which will run until 2032, will see the Lalique Group create and exclusively distribute a collection of women’s and men’s fragrances for Superdry, with the first fragrance due to launch in spring 2024.
The brand will join names such as 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 style with Japanese-inspired graphics.
It operates in 50 countries with 228 physical stores and approximately 480 franchisees and licensees, while superdry.com retails in over 100 countries.
The Lalique Group license is expected to help build Superdry’s reputation in key markets including the UK, US, Europe and Asia, and the fragrance will be distributed and marketed through the global distribution network. by Lalique.
Roger von der Weid, CEO of the Lalique Group, said: “Working with such a dynamic and inspiring brand with its distinctive style provides us with a great opportunity to further expand our brand portfolio and should be a winning match.
Meanwhile, Superdry CEO Julian Dunkerton added: “We have great momentum in our brand and its distinct style choices.
“These will be complemented by our new Superdry fragrances and I am delighted to be partnering with Lalique Group, a very consistent premium partner 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.