The deal with AllSaints Retail Ltd. is for the development, marketing and distribution of fragrances and ancillary products. Revlon is planning for the brand’s first fragrance collection to launch in fall 2018. Terms of the license were not disclosed.
The deal marks a push for AllSaints, founded in 1994 and known for its contemporary wear and biker jackets, into the beauty space. It’s not the only contemporary brand to do so — Rag & Bone debuted a fragrance collection in 2016, which was developed in-house, not through a license. TPR has recently inked two licensing deals, with Badgley Mischka and Tahari.
For AllSaints, the fragrance agreement comes shortly after the brand inked a license with Global Brands Group to design and distribute men’s and women’s footwear, socks, costume jewelry and cold-weather accessories. The first collections on that front are also slated to roll out in fall 2018. AllSaints had more than 300 million pounds in sales for fiscal 2017.
“Revlon’s strategic approach is perfectly aligned with our brand vision and global growth focus,” said William Kim, AllSaints chief executive officer, in a statement. “As a brand, AllSaints is recognized globally for its fashion-forward, contemporary, ready-to-wear and bag collections and we look forward to creating a fragrance collection with Revlon, which embodies these attributes.”
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Serge Jureidini, president, Revlon, Elizabeth Arden and fragrances at Revlon, said, “AllSaints’ impressive footprint and customer-centric mindset is perfectly aligned with Revlon’s strategy and our focus to accelerate our global business.”
Revlon’s other fragrance licenses include Juicy Couture, John Varvatos, Britney Spears, White Diamonds Elizabeth Taylor, Curve and others, which it acquired through the Elizabeth Arden acquisition announced in 2016.