The high-end footwear and accessories brand has inked a 10-year worldwide fragrance licensing deal with Paris-based beauty manufacturer and distributor Selective Beauty SAS.
A debut women's scent is scheduled for spring 2009. The move into fragrance is part of a strategy to grow Jimmy Choo, which was acquired by private equity firm TowerBrook Capital Partners earlier this year, into a luxury lifestyle powerhouse. Financial terms of the Selective Beauty deal were not disclosed.
"We thought of two products that could reflect very well the sexiness of Jimmy Choo — one was eyewear and the other was perfume," said Robert Bensoussan, who this week passed his title of chief executive of Jimmy Choo to Joshua Schulman. As reported, Bensoussan, who continues to be a member of Jimmy Choo's board, plans to focus on building a portfolio of luxury brands with TowerBrook.
"We launched our handbag line nearly four years ago and already Jimmy Choo has evolved from a shoe brand to a global luxury brand," added Muriel Zingraff, director of new product development and licensing at the firm. "It was natural to go into fragrance as it allows us to express a different facet of the brand."
The license will fall into Selective Beauty's luxury division, which also includes the John Galliano and Agent Provocateur beauty businesses. "It's such a fabulous brand with incredible star quality," said Jim Ragsdale, managing director of Selective Beauty's luxury division. "It's glamorous, it's chic and a bit flashy. It's something that makes every woman dream."
In line with Selective Beauty's other luxury brands, Jimmy Choo fragrances will be sold in a maximum of 2,000 to 3,000 doors worldwide. In contrast, beauty products by brands in its prestige division, which include MaxMara and Trussardi, are sold through 9,000 to 14,000 points of sale.
"Our top priority is to create exceptional product and to control the distribution network," said Corrado Brondi, president of Selective Beauty, adding that Jimmy Choo scents will be sold through high-end specialty and department stores in the U.S. and U.K., two key markets for the brand. Elsewhere in Europe, prestige perfumeries also will be targeted.
A Stella McCartney sketch of a custom dress made from protein-based silk in partnership with biotech lab Bolt Threads. The dress will be displayed at The Museum of Modern Art's upcoming design exhibition, "Items: Is Fashion Modern?"