Superdry signs fragrance deal with Lalique

Superdry signs fragrance deal with Lalique

UK-based fashion retailer SuperdryLalique

Photo: Sandra Halliday

The group will exclusively create and distribute a collection of women’s and men’s fragrances for Superdry, with the debut launch in spring 2024. The agreement will initially run through to 2032.

Key markets will include the UK, US, Europe and Asia, distributed and marketed through Lalique Group’s global distribution network.

Superdry will join Lalique Group’s existing perfume portfolio which includes brands such as BrioniBentley

Superdry CEO Julian Dunkerton

“Importantly, our agreement also includes strong commitments on the sustainability of how the fragrances are produced and packaged.” 

Roger von der Weid, chief executive of Lalique Group, added: “Working with this young, dynamic brand with its distinctive style offers us a great opportunity to further expand our brand portfolio and to increasingly target the young generation as part of our client base.”

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