German luxury fashion brand MCM and international fragrance company Inter Parfums, Inc. have signed a ten-year global perfume licensing deal.
The new agreement will see Interparfums create, develop and distribute fragrances under the MCM brand until at least 2030 and has a four-year automatic renewal option, which would extend the license until the end of 2034.
According to Interparfums CEO Jean Madar, the company will produce both men’s and women’s fragrances for MCM.
The partnership’s first launch is expected to go on sale in the first quarter of 2021, with Interparfums currently planning to distribute the fragrances in MCM stores, high-end department stores, duty-free shops and prestige beauty retailers. The geographical focus of this first launch will be on Asia, the Americas and Europe.
MCM fragrances will be positioned in the prestige fine fragrance segment and will aim to channel the Munich-based brand’s unique aesthetic by bringing together luxury and expressive originality.
“Fragrance has been a cornerstone of our archive portfolio, and is a powerful tool to building connections with the brand by stimulating the five senses and beyond,” said Sung-Joo Kim, founder chairperson and chief visionary officer of the Sungjoo Group and MCM Holdings, in a release.
“We are very proud to announce our partnership with Inter Parfums, a world renowned pioneer in perfumery, and believe that this category extension will build our culture of innovation and lifestyle of expression comprehensively.”
MCM has created and sold fragrances at various times in its history, the earliest edition was created in 1985 and the latest (MCM Collection) in 2017.
Other brands in Interparfums’ fragrance portfolio include Montblanc, Coach, Guess and Kate Spade, with whom the company signed an 11-year licensing agreement in June of this year. Founded in 1976, MCM is currently sold in some 650 stores in 40 countries around the world, including Germany, the UK, France, the U.S., Japan and China. MCM has a strong millennial and Gen-Z folllowing – Instagram: @mcmworldwide
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