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Dirk Bikkembergs to Launch Fragrance

Perfume Holding and Zeis Excelsa have signed a licensing agreement for the creation of the fashion brand’s first fragrance line.

MILAN — Perfume Holding and Zeis Excelsa, parent company of Dirk Bikkembergs, have signed a 10-year international licensing agreement for the creation, development and distribution of the fashion brand’s first fragrance line.

The companies aim to introduce men’s and women’s Dirk Bikkembergs perfumes across Europe, Russia and the Middle East, targeting top department stores and perfumeries in addition to the brand’s own boutiques. The debut scent is expected to hit shelves in early 2016.

“We’re proud of this new achievement for the brand, and for the team we created in the company that allows us to rapidly and incisively promote future growth,” said Maurizio Pizzuti, president of Zeis Excelsa.

Characterizing Dirk Bikkembergs as “a symbol of sport couture,” Perfume Holding chief executive officer Dino Pace said the brand “has great potential in the beauty segment.”

“This new partnership allows us to expand our portfolio, concentrating on a selection of prestigious and distinctive brands with which we can establish long-term relations, and to focus on our growth as a leader in beauty products,” Pace added.

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Perfume Holding was created in 2010 with the merger of Selective Beauty and Morris Profumi, with the marketing and creative branding division based in Paris, and commercial and production operations run from Italy. The company’s portfolio includes skin-care labels Atkinsons and I Coloniali, as well as fragrance brands John Galliano, La Perla, Grigioperla, Sergio Tacchini, Ducati, Morris, Iceberg, Liu Jo and Ferrari, which accounts for just under half of total turnover.

This month, the firm consolidated its Italian operations, closing the MSB Italia offices in Milan but maintaining its Morris Profumi firm in Parma.

While Pace said the move was simply a “branch transfer” that would not affect commercial activities, he would not comment on what the move would mean for Perfume Holding’s Milan employees, and market sources indicated that at least some of them will not relocate to Parma.

In 2014, the company’s sales were about 123.7 million euros, or $132.8 million at current exchange rates.