SWITZERLAND. Italian clothing company Fashion Box Group/Replay and Procter & Gamble (P&G) Prestige Products have signed a license agreement to launch new fragrance lines.
This partnership with Replay opens new growth opportunities for P&G Prestige Products within the young consumers’ fragrance segment.
“Replay is the Italian denim brand par excellence,” commented Heike Hindenlang, Global Marketing Director Prestige Products. “They have grown as an interpreter of today’s culture, always strongly rooted in the denim tradition but reinventing jeans and fashion collections each season.
“We are fascinated by their commitment to innovation, love for high quality materials and dedication to details. With their care for ecological processes and products they are in touch with today’s zeitgeist.”
Hindenlang continued: “We want to create a distinctive fragrance line which will capture the spirit of today’s young consumers by combining Replay’s innovative strength with our expertise in the fragrance market. This partnership with Replay perfectly enhances our existing portfolio.”
The Replay brand was founded by Claudio Buziol. It began as an Italian denim specialist and has since expanded to become a worldwide apparel brand under the Fashion Box umbrella. The Replay brand is renowned for the quality of its materials and fabrics, its constant innovation, and setting new trends in the fashion world.
“We want to grow into new categories after having successful licenses for eye wear and footwear,” explained Fashion Box Group CEO Marco Bortoletti. “Fragrances represent a key license for us.
“A fragrance embodies the core values of a brand in a deep emotional way and is an indispensable accessory for today’s young consumers. It’s important that we collaborate with a strong partner, an expert in the fragrance field and one that shares our own values for quality, innovation and sustainability. P&G is the perfect partner for us.”
More about Fashion Box Group/Replay
Fashion Box is the head of an industrial group that holds the Replay, Replay & Sons and We are Replay brands. The production of fashion for men, women and children covers all age groups. With total sales of over €353 million, the Group operates in all European markets, the Middle East, Asia, the US and Africa with products sold in over 50 nations.
Sales outlets number around 6,000. Traditional distribution is complemented by a network of 180 single-brand stores. Export sales represent 76% of Group’s turnover.
Expansion into new markets, a constant quality/price ratio, and ever greater control over the distribution process are the Group’s primary strategic objectives.
MORE STORIES ON P&G PRESTIGE PRODUCTS
Christina Aguilera teams up with P&G Prestige – 11/01/07
Luxury leads the way for P&G Prestige – 21/11/06
P&G Prestige introduces new Baldessarini fragrance – 17/10/06
