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Perfume Holding Forms Joint Venture With Luxasia

Perfume Holding, which produces John Galliano’s fragrance among others, and Luxasia have inked a joint-venture agreement for the Asian market.

CANNES, France — Perfume Holding, which produces John Galliano’s fragrance among others, and Luxasia have inked a joint-venture agreement for the Asian market.

This story first appeared in the October 20, 2010 issue of WWD.  Subscribe Today.

By yearend, they plan to establish Singapore-based Perfume Holding Asia, which is to sell products manufactured and supplied by Perfume Holding in Asia (outside of India). This will be via Luxasia affiliates and other distributors that are already Perfume Holding’s partners in the region.

“The main objective of this new venture for us is to create a local presence which can optimize the development of our brands in the market, both in terms of distribution and the integration of the local needs of the Asian market in our future product development projects,” said Corrado Brondi, executive director of Perfume Holding, in an exclusive interview with WWD at the Tax Free World Association trade fair held here.

“For us, this joint venture is a benchmark,” continued Enrico Ceccato, president of Perfume Holding. He said once it’s evident the strategy works, his company plans to replicate it in other markets. “Candidates are South America, India and Eastern Europe. Those are really the regions where we want to focus our development.”

“We are enthusiastic about this joint venture, since it is our first step to [building] a leadership position in the masstige market, in which Perfume Holding has a strong know-how and brand portfolio,” said Patrick Chong, president of Luxasia.

Perfume Holding Asia will initially distribute the fragrance brands Perfume Holding already sells in Asia — namely, Ferrari, Iceberg, Benetton and La Perla, in addition to Galliano.

“And then we will have specific plans for the other brands in our portfolio,” explained Brondi, adding they will come soon.

Perfume Holding’s brands under license also include Ducati, Fiorucci, Trussardi and Max Mara, among others. The company combines Paris-based Selective Beauty and Parma, Italy-based Morris Profumi’s businesses.

Luxasia is billed to be the leading independent distributor of fragrance and cosmetics brands in Asia. Its portfolio comprises more than 80 names, including those from Beiersdorf, Shiseido, Puig and LVMH Moët Hennessy Louis Vuitton.