UK’s Designer Parfums acquires fragrance licence for Playboy brand

UK-based Designer Parfums has acquired a fragrance licence for the Playboy brand to strengthen its portfolio of fragrances.

Playboy was established in 1953. The brand appears on a range of consumer products in more than 180 countries, selling more than $1.5bn worth of goods each year.

Designer Parfums chairman and CEO Dilesh Mehta said: “We are pleased to be adding Playboy to the Designer Parfums collection of brands. Playboy is an iconic American lifestyle brand with a rich and storied legacy.

“Our goal is to build on the brand’s fundamental principle of freedom, always pushing boundaries and appealing to a new generation of playful explorers as we build for future growth.”

The acquisition forms part of Designer Parfums’ growing force in the global cosmetics category.

The company specialises in the development, marketing, manufacturing and distribution of premium fragrances and beauty products.

It currently distributes perfumes such as Jean Patou, Aigner Parfums, Ghost and Jean Louis Scherrer, maintaining a presence in key fragrance markets such as Europe, the US, Asia and the Middle East.