Lalique Group Announces New Licensing Agreement to Create Fragrances for Superdry

Under the terms of the agreement, which will initially run through 2032, Lalique Group will exclusively create and distribute a collection of women’s and men’s perfumes for Superdry, with the first fragrance being launched in spring 2024. Building on Superdry’s reputation within key markets including the U.K., U.S., Europe and Asia, the fragrance will be distributed and marketed through Lalique Group’s global distribution network. 

 “We are delighted to be Superdry’s exclusive perfume partner,” says Roger von der Weid, chief executive officer, Lalique Group. “ Working with this young, dynamic brand with its distinctive style offers us a great opportunity to further expand our brand portfolio and to increasingly target the young generation as part of our

“We’ve got great momentum in our brand and its distinct style choices,” says Julian Dunkerton, chief executive officer, Superdry. “These will be complemented by our new Superdry fragrances and I am excited to be partnering with Lalique Group, a premium partner very consistent with our brand. Importantly, our agreement also includes strong commitments on the sustainability of how the fragrances are produced and packaged.”