Replay signs fragrance licensing deal with Mavive

By

Sarah Ahssen

Published
Oct 17, 2013

Italian group Fashion Box - owner of Replay, Replay&Sons, We are Replay and Red Seal – has announced that it has signed a global five-year licensing deal with Mavive for the production and distribution of Replay fragrances.

The new contract wil come into effect from January 2014 when existing fragrances (Replay For Him!, Replay For Her!, Jeans Spirit! et Jeans Original!), previously under license by Procter & Gamble, come under Mavive’s control. A new Replay fragrance is expected to launch in June 2014.

Based in Venice, Mavive has a portfolio of licenses that includes Zippo Fragrances, Pal Zilieri Fragrances and Police Parfume. The company reported revenue of €34.4 million in 2012, 80% of which came from overseas. Also based in Venice and present in over 50 countries, Fashion Box generated €219 million in revenue for 2012, with exports accounting for 85% of earnings.