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.”