PARIS — Replay has inked a worldwide fragrance deal with Mavive SpA, the companies said on Wednesday.
The agreement with the jeanswear brand will start in January and last for five years initially. Replay’s fragrance portfolio includes Replay for Him, Replay for Her, Jeans Spirit and Jeans Original. A new scent for the brand is slated for June.
Both Mavive and Fashion Box SpA — Replay’s parent company — are based in Italy’s Veneto region. Procter & Gamble formerly held the Replay fragrance license.