Designer Parfums acquires Playboy license

By

Barbara Santamaria

Published
May 22, 2018

Hot on the heels of Designer Parfums gaining control of Cerruti 1881’s fragrance license, the UK-based retailer has announced another addition to its portfolio of fragrances.

The company has acquired the fragrance license of Playboy, the famous American media and lifestyle company that became known for its men’s entertainment magazine. Founded in 1953, the brand generates more than $1.5 billion in retail sales of branded products annually.

Its range of branded fragrances includes an array of scents for men and women, including ‘King of the Night’ and ‘Play it Sexy’.

"We are pleased to be adding Playboy to the Designer Parfums collection of brands. Playboy is an iconic American lifestyle brand with a rich and storied legacy. Our goal is to build on the brand's fundamental principle of freedom, always pushing boundaries and appealing to a new generation of playful explorers as we build for future growth,” said Dilesh Mehta, chairman and CEO of Designer Parfums.

The company has an assortment of premium fragrances and beauty products, both wholly owned and operated under license. These include fragrance brands such as Jean Patou, Aigner Parfums, Ghost and Jean Louis Scherrer.

Its fragrances are distributed across over 80 countries across Europe, the US, Asia and the Middle East.