MCM will soon have a new fragrance, thanks to a licensing deal with Inter Parfums Inc.
Inter Parfums has signed a 10-year worldwide licensing agreement with MCM. In an interview with WWD, Jean Madar, chairman and chief executive officer of Inter Parfums, revealed plans to “reinvent” the fragrance category via the MCM partnership, the first launch of which is slated to be in stores in 2021.
“MCM is not about fashion, MCM is new school luxury,” said Madar. “We think that MCM — the positioning, their territory — does not compete with anything we have in our portfolio. We have brands that are in the luxury segment, but new school luxury, it’s more of an attitude. It’s something that carries more freedom.”
Sung-Joo Kim, founder, chairman and chief visionary officer of the Sungjoo Group and MCM Holdings AG, purchased the German accessories brand in 2005, becoming the first Korean to buy a heritage European luxury brand. Post-acquisition, Kim shut down more than 130 MCM stores and, sensing large potential for the brand in Asia, opened MCM’s first boutique in China in 2010.
MCM is now in 42 countries and has more than 700 stores. Kim has plans to expand the brand in the Middle East and Japan, as well as online.
“I would call MCM’s [demographic a] tribe,” said Kim. “You belong to this new tribe or not. It’s not men and women, it’s not old and young or rich and poor. It’s true freedom. Why do we add this new category? For me, it’s creating new space for our tribe.”
Dirk Schönberger, MCM’s creative director, noted the brand’s “hedonistic, eclectic feel,” which it will soon express in fragrance form.
“This brand is more colorful, more expressive than a brand that has 150 years of history on its back. It is much more youthful, as well,” he said.
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