FRANCE. French company Selective Beauty has signed a worldwide fragrance licensing deal with Italian luxury goods group Trussardi.
The licence was previously held by P&G Beauty, following its acquisition of Wella’s Cosmopolitan Cosmetics division.
“The license to manufacture and distribute Trussardi fragrances with Cosmopolitan Cosmetics ended on 30 June, on mutually agreed terms and conditions,” Trussardi said in a statement.
“[The deal] gives us the scope to develop the Italian market and to decide with the brand what other markets to develop,” commented Selective Beauty Founder and COO Christophe Cervasel, according to Women’s Wear Daily.
Trussardi’s fragrance portfolio to date includes Trussardi Jeans for men and women; Python for men and women; Fresh Donna and Fresh Uomo; and Trussardi Skin.
The Trussardi Group, with direct sales of about €120 million, is present in Europe, Russia, the Middle East, Japan, China, South Korea and Taiwan through a network of 100 free-standing boutiques and 120 corners.
Distributor/agent Selective Beauty was founded in 2000 by Cervasel and Corrado Brondi, both former Kenzo Parfums (LVMH) executives. It generated invoiced sales of €71 million in 2004.
In other news, Selective Beauty closed the first half to 30 June with sales of €40 million, a growth of +22% over the same period in 2004.
The group signed a number of new, global partnership contracts during this first half. In addition to the Trussardi deal, these include:
– the Benetton worldwide fragrance licence for 11 years, starting 1 January 2005.
– the Agent Provocateur worldwide partnership for distribution, manufacture and creation, for 10 years starting 1 March 2005
– the worldwide licence for 25 years, starting 1 July 2005, for all the brands previously owned by Diana De Silva (Breeze, Hanorah, Montana, Jean Couturier, Mauboussin).
A key target for 2005 is expansion outside Europe, via a strong network of distribution partners to cover Eastern Europe, Russia, Asia Pacific, the Middle East and the Americas.
Sales outside Europe will account for 25% of total turnover in 2005 and are forecast to increase further in the near future.
In terms of brand portfolio, the company is aiming to build a balanced mix between pure distribution contracts (the historical business of Selective Beauty) and global partnerships (world distribution agreements or licences).
More specifically, major new fragrance lines for Benetton and Trussardi will be launched in 2006.
Agent Provocateur will continue its global roll-out and will be introduced to France and Italy in 200 and 300 stores respectively, in October. Germany will follow in early 2006.
Marbert, the first international contract signed by Selective Beauty at the end of 2003, is growing by around +20% versus last year in all key markets, thanks to new launches and stronger marketing investments.
The brand will be repackaged this September, in preparation for its international roll-out (to date the brand is sold in 20 markets).
MORE STORIES ON TRUSSARDI
Cosmopolitan Cosmetics introduces new Mexx and Trussardi fragrances – 02/07/04
Trussardi eyes top-end opportunity in travel retail – 18/09/03
