THE WHAT? Interparfums has signed an exclusive worldwide licensing agreement with PUMA to develop, manufacture and distribute fragrances under the sportswear brand, with the first launch planned for 2027.

THE DETAILS The agreement runs through December 31, 2037 and will see Interparfums create a new signature lifestyle fragrance for PUMA. The partnership gives Interparfums responsibility for fragrance creation, development, production and global distribution, while extending PUMA’s brand into a new licensed consumer category. PUMA joins Interparfums’ portfolio of global licensed fragrance brands, with the companies planning to use PUMA’s international reach across sport, fashion and lifestyle to support the launch.

THE WHY? The long-term agreement expands Interparfums’ licensed fragrance portfolio with a globally recognised sports and lifestyle brand, while giving PUMA a route into the international fragrance market without building its own beauty infrastructure.

Source: GlobalNewswire