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LONDON — Agent Provocateur is turning up the heat on its fragrance business.
The British lingerie brand has signed a ten-and-a-half year exclusive, worldwide licensing deal with Inter Parfums to create, produce and distribute perfumes and related products.
The agreement starts on Aug. 1 and runs through Dec. 31, 2023.
The first fragrance under the new partnership will launch in 2014, and Agent Provocateur’s chief executive Garry Hogarth said a new bottle shape is already in the works.
“We know from Jimmy Choo that Inter Parfums has done a great job, and we like the fact that they are big — but not huge. We knew they would look after us,” Hogarth said in a telephone interview.
“They were my first choice, and there is already a great energy between the two teams that are working together,” he added.
Hogarth declined to talk about sales projections or the current size of the Agent Provocateur fragrance business, but he said the latter is “not significant. The fragrance does really well in our stores, but it needs a big push under Inter Parfums."
Jean Madar, chairman and chief executive of Inter Parfums, said: “The connection between scent and sensuality is very strong, and we look forward to building on the success that Agent Provocateur has already had in leveraging this marriage.
“Accordingly, we are in the process of creating a new fragrance portfolio for the brand, which we plan to launch with the introduction of a new signature scent next year."
According to a joint statement issued today, Inter Parfums will also take over distribution of selected fragrances currently within the brand’s perfume portfolio, and will revitalize the Agent Provocateur Signature scent.
There are currently four fragrances in the Agent Provocateur portfolio: Agent Provocateur Signature; Maitresse; Eau Provocateur, and Pétale Noir.