After a year of speculation that a licensing deal was in the works, Missoni unveiled a new
fragrance partnership in Milan last week.
The license calls for the launch of a Missoni women’s fragrance in spring 2006.
Terms of the long-awaited deal were not divulged.
Renown for its trademark zigzag prints and vibrant use of color, the Milan-based Missoni fashion brand is seen by some in the industry as the perfect launching pad for a color line.
Missoni made a foray into the fragrance business in the early Eighties. After three fragrances were produced and launched under license by Max Factor, Orlane bought out Max Factor and the scents and license were discontinued in 2000.
For the licensee, whose fragrance portfolio is American-centric, the new license promises to diversify it’s offering. “It’s an important step we are taking with Missoni,” he said. “In Europe, Missoni has a powerful base with an Italian name and we are seeing a tremendous resurgence with Italian designer fragrances in Europe.”
The Missoni deal will give the company a stronger strategic presence in Europe. “From a beauty standpoint, we don’t have penetration in Europe, our objective is to get market share in Europe,” said the licensee. “There is room to enhance our brands and, of course, room to enhance our fragrance business here. We must do that and, to achieve it, we must have great brands like Missoni.”
He didn’t elaborate, however, about whether the firm was considering signing other licensing deals away from home.
“Missoni is the first European brand for us and we hope it sends out a strong message that we want to be a global fragrance player,” adding, “I’m not certain whether it will be the start of more European-based licenses, but it’s the first step, and we will see how many other steps we are willing to take.”