MILAN — Ermanno Scervino is entering the fragrance arena. The Florence-based firm has signed a licensing agreement for the development, marketing and distribution of its first women’s fragrance, which is due to bow in the second half of 2018.
The worldwide agreement with Mavive SpA will last five years.
“The launch of our first fragrance marks a further important step in the growth and expansion strategy our brand has undertaken in the last two years,” said the fashion house’s chief executive officer Toni Scervino. The executive added that Mavive was “the perfect partner” to embark on the entry into the beauty category as both companies “share the same values of craftsmanship, attention to detail and high quality of production.”
Mavive’s ceo Massimo Vidal underscored the fashion brand has many assets that can serve as inspiration to “create an iconic perfume that can be an international success” and that can “enable us to establish ourselves in the distribution of international selective perfumery.”
Vidal founded the Venice-based Mavive in 1986, an outgrowth of the family-run business Vidal Profumi, launched at the beginning of the 20th century. Mavive operates in more than 90 countries with a range of brands, including Blauer, Replay, Police and the niche perfumery label The Merchant of Venice, among others.
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In the first half of the year, Mavive’s turnover climbed 18 percent compared to the same period in 2016, to more than 14.3 million euros. Exports accounted for 67 percent of the total, reporting a 24 percent increase to 9.5 million euros.
At the end of the year, the company will report double-digit growth to wholesale sales of 60 million euros.