LONDON — Designer Parfums announced today that it has struck an exclusive licensing agreement with Playboy Enterprises to manufacture and distribute the brand's line of fragrances.
"We are pleased to be adding Playboy to the Designer Parfums collection of brands,” Designer Parfums CEO Dilesh Mehta said.
“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."
Terms of the licensing agreement were not revealed.
Founded in 1953, Playboy is one of the most recognizable brands in the world today.
The Westwood, Calif.-based company said that it enjoys “97 percent unaided global awareness” and generates more than $1.5 billion in retail sales of Playboy-branded products annually.
London-based Designer Parfums’ current portfolio includes Jean Patou, Aigner Parfums, Ghost, Jean Louis Scherrer and now Playboy fragrances. It distributes products in the U.S., Europe, Asia and the Middle East.
