FRANCE. Selective Beauty and Max Mara have jointly announced an exclusive worldwide licence agreement for the creation, development and distribution of fragrances under the Max Mara brand.
The contract will run through December 2016. Prior to this licence, the Max Mara fragrance business was managed by a joint venture with Procter & Gamble.
Selective Beauty will develop a new product line under the agreement, to be launched in 2007 and to be distributed in leading department stores and specialist perfumeries, via dedicated branches in key markets and a network of specially selected distributors in the other countries.
Corrado Brondi, President of Selective Beauty and Christophe Cervasel, CEO, commented: “Max Mara is synonymous with design, aspirational quality and high-impact fashion concepts. We are enthusiastic about this partnership, since we are confident to be able to leverage the global awareness of the brand to build a solid business in fragrances. Max Mara is very complementary and synergetic to our existing brand portfolio.”
Max Mara Group President Luigi Maramotti added: “We believe Selective Beauty is the right partner for Max Mara, since they combine professionalism and international coverage with entrepreneurial spirit, flexibility and attention to detail. Their international distribution network will be key to generating strong growth, while protecting our brand equity.”
Note: Selective Beauty is a French cosmetics company, set up in 2000 by Corrado Brondi and Christophe Cervasel, two executives from LVMH, together with a group of managers from leading cosmetic groups. Selective Beauty develops, manufactures and distributes prestige fragrances and cosmetics as a worldwide licensee for global brands such as Benetton, Trussardi and Agent Provocateur.
Max Mara, founded in Italy in 1951, is renowned for its women’s ready to wear fashion. The Max Mara Group has more than 1,000 stores worldwide, with a turnover in excess of €2 billion.
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