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Inter Parfums and Gap take designer deal abroad

By Guy Montague-Jones, 02-May-2008

Related topics: Products & Markets

Following the success of its licensing agreement with Gap in the US, Inter Parfums has extended its relationship with the fashion firm and will be taking the designer cosmetics to European shores.

The products will now be sold through Gap stores and Banana Republic stores outside of the US as part of a four year international distribution deal.

Designer cosmetics drive growth

The announcement comes soon after Inter Parfums reported an increase of 45 percent in its first quarter sales to $123.2m.

Much of this growth has been built on a succession of licensing agreements with fashion brands such as Burberry, Quiksilver and Christian Lacroix.

In the US the company has attributed a significant portion of its recent growth to the continued roll out of bath and body products in 160 Gap Body and Banana Republic stores.

Brand recognition in Europe

The decision to extend the licensing agreement internationally was based on the successful test marketing of some of the products at European retailers.

"This initiative is being undertaken to capitalize on cross-border brand awareness of Gap's iconic American style and Banana Republic's affordable luxury, which we have interpreted into a brand-specific assortment of fragrance, home fragrance, bath and body, and grooming products," said Inter Parfums' CEO Jean Madar.

Capitalising on existing network

Inter Parfums will be using its established network of distributors to help it market the Gap personal care products internationally.

"Our infrastructure should help enable the rollout of product to select department stores, perfumeries, travel retailers, military bases and other appropriate retail outlets around the world," added Madar.