Brioni has inked a licensing agreement with Lalique Group that has an initial run through 2024.

When Brioni celebrates its 75^th birthday during the fourth quarter of 2020, Lalique is to exclusively create and distribute the first scent under the deal.

Brioni is part of Kering Group, a leading international luxury and lifestyle group that manages a series of houses in fashion, leather goods, jewelry and watches.

"Brioni is one of the world's most important menswear houses, and perfumes are an important expression of a luxury brand,” says Fabrizio Malverdi, chief executive officer, Brioni. “We are pleased to work with Lalique Group on the creation of a significant fragrance portfolio through this licensing agreement."

The fragrances will be distributed and marketed through Lalique Group's global network, leveraging Brioni's brand in key markets including the U.S., Russia, Europe and Japan.

“At Lalique Group, we are proud to be Brioni's exclusive partner for fragrances, and we are looking forward to building on our common tradition of craftmanship and philosophy of excellence,” says Roger von der Weid, chief executive officer, Lalique Group. “Collaborating with one of the most prestigious luxury men’s wear brands in the world represents a unique opportunity for us to further broaden our perfumes portfolio and our client base in the high-end market, thus generating additional value.”

With the fragrances for Brioni, Lalique Group is expanding its existing perfumes portfolio, which currently includes the brands Lalique Parfums, Jaguar Fragrances, Bentley Fragrances, Parfums Grès and Parfums Samouraï.