MILAN — Furla has signed a licensing agreement with Mavive for the production and worldwide distribution of the brand’s first fragrance. The deal marks the debut of the Italian accessories company in the beauty arena.
“Entering in the beauty industry is strategic in a perspective of diversifying and strengthening the lifestyle positioning of the brand,” said Furla’s chief executive officer Alberto Camerlengo, adding that the launch of the first scent will make the label even more accessible to its customers.
Details on financial terms of the deal and the name of the fragrance have not been disclosed.
Founded in 1927 by Aldo Furlanetto, the company’s other licenses include the ones with De Rigo Vision and Morellato for the eyewear and watches categories, respectively. In 2018, Furla, which operates 490 stand-alone stores and counts more than 1,000 doors across 100 countries, registered a turnover of 513 million euros, up 2.8 percent compared with 499 million euros in 2017. Exports accounted 85 percent out of the total turnover while, overall, the company has doubled its sales in the past four years.
Mavive’s ceo Massimo Vidal underscored the shared values of the two family-run companies, praising Furla for its “quality, creativity and Italian [characteristics]. I’m sure the Furla fragrance will further enrich this image built throughout so many years of work and dedication,” Vidal added.
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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.
In 2018, Mavive registered wholesale sales of around 60 million euros, with exports accounting for 62 percent of the total.