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Perfume Take Over Burberry / Tokushima Worldwide.

Tokushima Worldwide: Burberry is looking to gain greater control over its brand, and profits, by operating its own perfume unit.

Market Press Release October 26, 2012 8:38 am
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Bobby Mortenson


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The 156 year old British luxury firm has licensed its perfume to Interparfums for years, but has announced their decision to take the business in house. Tokushima Worldwide reportedly announced to investors in a recent meeting that it is a significant gamble, but one that could revolutionize the luxury goods industry. Tokushima Worldwide implied that it could prove too difficult a task and one that will take focus off of their core business at a time of global slowdown.

Burberry sees great potential in its perfume brand and sought inspiration from Chanel and Christian Dior, two of the few luxury brands that run their own perfume business. Should the move prove successful then other luxury brands such as Gucci and Prada may take their perfumes in house. They are currently licensed to Procter & Gamble and Puig respectively.

Tokushima Worldwide allegedly remarked that this move will be closely observed, both by the market and by additional industry players. Other luxury good firms could follow a similar path if Burberry can prove capable.

Burberry feel that they can provide better results than Interparfums are currently providing for them, and increase growth rates in their perfume business. Interperfums generates around $272 million in revenues from the Burberry license, which is equivalent to around 9% of total revenue for Burberry.

Tokushima Worldwide apparently believe that if the move proves successful it could also open the door to Burberry expanding into the cosmetics industry proper, a sector that it has stated ambitions but little presence. The global cosmetic and fragrance industry will generate revenues approaching $95 billion this year, reaching beyond $105 billion in years to come.


Tokushima Worldwide allegedly remarked that this move will be closely observed, both by the market and by additional industry players. Other luxury good firms could follow a similar path if Burberry can prove capable.

Burberry feel that they can provide better results than Interparfums are currently providing for them, and increase growth rates in their perfume business. Interperfums generates around $272 million in revenues from the Burberry license, which is equivalent to around 9% of total revenue for Burberry.


Related Tags: Tokushima Worldwide, TokushimaWorldwide, Tokushima

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