British clothing retailer Superdry Plc and Zurich-based luxury goods manufacturer Lalique Group SA have signed a long-term global licensing agreement. As part of the partnership, which will initially run until the end of 2032, the Lalique Group will exclusively develop and sell the Superdry brand perfume collections for men and women, the company announced on Tuesday. “The launch of a first fragrance under the new license is planned for spring 2024,” said the Lalique Group. The perfume products will then be offered and marketed in Superdry’s core markets and through the Swiss group’s global distribution network.
“We are delighted to be Superdry’s exclusive fragrance partner. Working with the globally established and renowned brand with its unmistakable style is an excellent opportunity to expand our brand portfolio and we are convinced of the potential for success of the partnership,” said Roger von der Weid, CEO of the Lalique Group, in a statement . The Group already produces fragrances under the Lalique Parfums, Brioni, Jaguar Fragrances, Bentley Fragrances, Parfums Grès and Parfums Samouraï brands.
Superdry CEO Julian Dunkerton also has high hopes for the collaboration: “We have a high momentum in our brand with its distinctive style and our new Superdry fragrances will be a good complement,” he said in a statement. The Lalique Group is a “premium partner that fits our brand very well”.