Graff inks long-term luxe fragrance deal with Inter Parfums
London-based Graff Diamonds is the latest luxury name to enter the fragrance arena with a new deal that sees it partnering with Inter Parfums on an exclusive worldwide project to launch a fragrance portfolio.
The importance of this to Graff can be seen from the fact that it’s the only license deal it has ever struck and the eight-year agreement has three automatic renewal options of three years each, potentially extending the license until the end of 2035 and underlining that it’s definitely thinking long term.
Jean Madar, Chairman & CEO of Inter Parfums said that the agreement makes 60 year-old Graff “one of the most exclusive and aspirational brands in our fragrance portfolio.”
It’s likely that the products that come out of this deal will trade heavily on the gemstone connection, given Graff’s reputation as a purveyor of unique, individual stones with a strong provenance around which it builds powerful stories.
And this gem connection is something that we've already seen being successfully leveraged by its sector peers, especially Bulgari, which has built a very successful wardrobe of both women’s and men’s scents that add to the overall luxury jewellery profile of the brand rather than distracting from it.
Madar added that the Graff mantra will be “Finding the Exceptional” as it interprets “the fundamental and distinctive characteristics of this unique brand into extraordinary fragrance and packaging.” He said that “just as Graff has been dedicated to sourcing and crafting gemstones of extraordinary beauty to create the most exquisite jewels, we will explore the world's natural beauty for the most sublime and rarefied ingredients to offer the Graff customer and brand aspirants, a unique fragrance experience.”
While no other details were given, it’s probably safe to assume that the products will be at the upper end of the fragrance price scale with plenty of potential for special editions and luxe gift options.
The business plan calls for developing a multi-scent collection launching towards the end of 2019 with distribution earmarked for Graff stores, high-end department stores, and upscale travel retail.
Francois Graff, CEO of Graff Diamonds, added: “Positioned at the pinnacle of the luxury jewellery industry, it was vital to us that our partner shares our values of extraordinary beauty, rarity, passion, fine craftsmanship and exclusivity. Inter Parfums are experts at capturing the essence of a brand in fragrance form, and we will enjoy working closely together to create something truly unique."
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