After Success in the German Market, Coty Renews Mexx & Bruno Banani Fragrance Licenses
Coty Inc. has renewed two long running mass-market fragrance licenses.
The beauty company’s license agreement with Dutch fashion brand Mexx, which began in 2016, has been extended for at least 25 years, encompassing all Mexx fragrances and colognes.
More from WWD
EXCLUSIVE: Mugler Is Launching Alien Hypersense and a New Concept Store in China
EXCLUSIVE: Canyon Ranch to Host Beauty and Wellness Festival, Enchant at the Ranch
Mexx’s fragrance line was first launched in 2000 with Mexx Man and Mexx Woman. Today, it has grown to become one of the top four fragrance brands in Germany. In 2023, it unveiled a series of limited-edition fragrances including Summer Bliss and Black & Gold.
At the same time, Coty has renewed its license with German underwear brand Bruno Banani for 20-plus years.
“We are delighted to further strengthen our thriving relationship with Mexx. This long-term extension of our partnership will enable us to accelerate the brand’s momentum and fuel ambitious expansion plans into dynamic new markets and categories,” said Sue Nabi, Coty’s chief executive officer.
On the deal with Bruno Banani, she added: “Since winning the license in 2015, Coty has cemented Bruno Banani’s position as Germany’s leading fragrance brand with the iconic Man and Woman. With the introduction of further blockbuster fragrance innovations, such as Loyal Man and Magnetic Woman, as well as other highly successful body care lines, Coty has built Bruno Banani into one of the leading consumer beauty brands in Germany, Benelux and Eastern Europe.”
Coty’s other mass fragrance licenses include Jovan, David Beckham, Vera Wang and Nautica. In the higher-end prestige segment, it holds the license for Gucci, Burberry, Calvin Klein, Hugo Boss, Marc Jacobs, Chloé, Davidoff and Jil Sander, among others.
Best of WWD
