Sergio Tacchini and Desire Fragrances Inc. Announces New Partnership
Two Italian born brands enter a global fragrance licensing agreement.
Desire Fragrances Inc. and Sergio Tacchini announced today an official license and distribution partnership to develop, launch and expand Sergio Tacchini fragrance lines for men and women.
The partnership will focus on expanding distribution into more than 20 new markets, including Germany, the United Kingdom, and the U.S.A. Existing product lines will feature a complete refresh of the packaging, updated branding, and a revamped merchandising selection. The new product collections will generate exposure with launches in both men’s and women’s categories. Desire Fragrances Inc. will help develop the business, employing its global market distribution channels and innovative capabilities in packaging design, R&D, manufacturing, and marketing expertise. The distribution channels will cater to luxury, prestige, and mass-market retailers.
Antonio Lemma. Desire Fragrances.Inc. CEO. President
Antonio Lemma, Desire Fragrances Inc. President, added: “ With both companies entering the partnership and being from Italy, there is an authentic synergy from the start, and we will capitalize on that component to create exciting new products taking inspiration from Tacchini’s rich history. Combining Sergio Tacchini’s brand heritage and worldwide recognition, along with Desire Fragrances Inc.'s expertise in the beauty industry, we look forward to a new chapter for Sergio Tacchini fragrances.”.
“There is unwavering passion for the Sergio Tacchini brand. With renewed energy across the globe and new partnerships like this, the brand is well-positioned for a resurgence. We look forward to working with Antonio and the entire Desire Fragrance team, who are proven experts in the fragrance space.” Investor and CEO, Howard Cohen adds.
Desire Fragrances Inc. is a global design, manufacturing, distribution, and licensing company with over 30 years of unparalleled expertise in the fragrance sector. Their leading production and product designers are based in Italy, and the company’s portfolio is comprised of world renown household names such as Tonino Lamborghini, Alfa Romeo, Disney, and Marvel.
Through the partnership, each party will synergize its unique strengths to develop high growth for the fragrance category within the global market.