Sarantis builds on partnership with Estee Lauder

By Guy Montague-Jones

- Last updated on GMT

Related tags Estée lauder Estée lauder companies

Sarantis is extending its partnership with Estee Lauder following the successful launch of the men’s fragrance Mustang last year.

The Greece-based company is now joining forces with the Estee Lauder subsidiary Aramis and Designer Fragrances to release a women’s fragrance called C-THRU on the global market.

Extending fragrance reach

C-THRU is an established brand in the Sarantis stable but with Aramis on board the company will be able to take the fragrance to new shores.

Under the agreement Sarantis will be the exclusive producer while Aramis will be responsible for marketing and distribution.

Aramis specializes in the prestige market so the launch of C-THRU onto the mass market will take it into new territory.

Strengthening Estee Lauder bond

Sarantis said the deal was of particular importance because it further strengthens the company’s bond with Estee Lauder.

The companies teamed up in July last year for the launch of the Mustang fragrance line in the US.

The release was a success for both parties. In its end of year financial results, Sarantis said it had received one million additional orders from Estee Lauder for Mustang and that plans were afoot to take the range to Latin America.

In March, Sarantis posted a 12 per cent increase in 2007 sales to €241.6m and net profits grew even faster rising 40 per cent year on year to €31.92m.

Ambitious growth plans

The company plans to grow quickly over the coming months.

In a conference call after its full year results Sarantis announced that it has nine acquisition targets in mind. It also intends to further increase the turnover contribution from fast developing Eastern European markets.

Since then the company has acquired the Hungarian household products firm Trade 90 but it has yet to make a move in the cosmetics and fragrance sector which represents over 40 per cent of total turnover.

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