Commencing on January 1st 2012, it will replace the current license held by P&G, which will terminate on December 31st 2011.
The license agreement has two five-year replacement options and will give Inter Parfums the rights to create, produce and distribute perfumes as well as fragrance related products under the Anna Sui brand.
Strengthening the brand
Anna Sui already has a strong presence in the Asian market, according to Inter Parfums’ president, Andy Clarke, who commented upon the positive expectations of developing and expanding the brand’s presence in other global markets.
“A wonderful designer with lots of appeal, which has not been taken advantage of globally, we have high expectations for growing the Anna Sui fragrance franchise by developing new products and expanding the brand’s fragrance presence in North America, Europe and the Middle East.”
Inter Parfums will work with the American designer and her creative team to build on the brand’s current global presence and expand into the North American, European and Middle Eastern markets.
Clarke added that the company was still in the process of developing strategies on how to best expand and promote the brand, as well as looking for the right partners established within those markets to help Inter Parfums with the expansion.
Profitable venture
Clarifying that Inter Parfum’s interest and consequent agreement was not confined to gaining a stronger hold in the Asain market, Clarke elaborated that the Anna Sui brand is seen as a worldwide brand, with the potential to become a very successful global brand.
At present, in addition to the new licensing agreement, Inter Parfums is in negotiations to purchase the current inventory of the existing licensee, enabling it to take over production and distribution of the existing Anna Sui fragrance collections.