Industry News: Burberry

Leading British fashion brand, Burberry, has announced that following the end of its current licence relationship with Interparfums SA, it will be taking over the direct operation of fragrance and beauty to form its fifth product division. Already responsible for product design, packaging and marketing campaigns for this division, which will run alongside the existing accessories, womens, mens and childrens apparel; Burberry will now also assume control of sourcing, logistics and communicating with distribution partners globally. The newly run division will benefit from the company’s IT, planning and central infrastructure already in place, though in order to make the transition as seamless as possible, the licence with Interparfums has been extended to 31 March 2013. Burberry will commence direct operations from 1 April 2013.

 

CEO of Burberry, Angela Ahrendts, said: “Directly operating fragrance and beauty is in line with our strategy of taking greater control over our brand. There are significant opportunities to accelerate the growth of this business over time, leveraging our infrastructure and that of existing key suppliers and distributors. We are very excited about fragrance and beauty becoming an important fifth product division for Burberry, as we more closely align it with our core business and brand positioning.”

 

www.burberry.com

Advertisements

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s