Moncler starting fragrance range with Interparfums

1 min readUpdated Jun 15, 2020Jun 16, 202011:04 PM

Italian luxury fashion brand Moncler is partnering with Interparfums to launch its first fragrance line.

Under the partnership, Moncler will launch perfumes and fragrances-related products manufactured by Interparfums in Moncler mono-brand stores and other selected resellers.

“Interparfums’ renowned expertise and creativity make it the ideal partner to develop a fragrance that is perfectly aligned with Moncler’s DNA and unique identity,” said Remo Ruffini, chairman and CEO of Moncler.

“The launch of Moncler’s first fragrance line is consistent with our selective brand extension strategy further enriching the clients’ experience with the brand.”

According to the company, the exclusive partnership will last until the end of 2026, with a potential five-year extension. Moncler’s first fragrance line is scheduled to launch in the first quarter of 2022.

AdvertisementAdvertise with usMobile 320×100

What this means

Moncler’s foray into fragrances with Interparfums is a shrewd move, using a proven partner's expertise to capture new revenue within its existing luxury customer base. This diversifies its offering and strengthens brand loyalty, mirroring strategies seen with other luxury brands expanding into adjacent categories. While Tiffany & Co. Focuses on experiential retail with its Singapore cafe, Moncler opts for product diversification. The risk lies in maintaining brand exclusivity and avoiding market saturation, but Interparfums' track record suggests a well-executed launch. The move places competitive pressure on other luxury fashion brands yet to fully exploit the Asian beauty market. We will watch the initial product range and pricing structure closely after its Q1 2022 launch.

Rajiv Menon

Reader pulse

Is Moncler's fragrance launch a smart brand extension?

23,234 votes so far

Is Moncler's fragrance launch a smart brand extension?

Asia's retail intelligence, in your inbox