Perfetti Van Melle Moves into Fashion Retail in Italy

Perfetti Van Melle’s candy brands racked up a slew of fashion licensing deals in Italy for 2019.

In the spring, Chupa Chups and Mentos collections were launched in Oviesse, followed by partnerships with Alcott, Zuiki, Terrranova, AW Lab and Piazza Italia. PVM also debuted other collaborations for Italian candy classics Big Babol and Morositas, which saw the launch of t-shirts and loungewear collections with oversize logos and feelgood icons of the popular confectionery brands.

“For the first time, so many fashion partners have launched new dedicated capsule collections with so many of our brands at the same time in Italy,” says Vanessa Grande, licensing coordinator, Italy, Perfetti Van Melle. “It’s great to see how fashion retail rides the candy wave and how the trend keeps gaining momentum and evolving as a fashion proposal of its own kind.”

New collections with other brands of the Italian candy giant are already being designed for a spring/summer 2020 launch. The deal adds to other deals announced in 2019 with brands such as Primark.