The Lalique group has announced a new worldwide licencing agreement to create and market fragrances for Superdry.

Under the terms of the agreement, which will initially run through 2032, Lalique Group will exclusively create and distribute a collection of women’s and men’s perfumes for Superdry. The first fragrance is expected to be launched in spring 2024.

Building on Superdry’s reputation within key markets including the UK, US, Europe, and Asia, the fragrance will be distributed and marketed through Lalique Group’s global distribution network.

Founded in the UK in 2003, Superdry has a significant global presence operating in over 50 countries with 228 physical stores, around 480 franchisees and licensees. Products are also available online through, which retails to over 100 countries worldwide.

The brand is focussed on delivering high style and premium quality products in four collections for men and women, inspired by the cultures of America, Japan and Britain.

We are delighted to be Superdry’s exclusive perfume partner. Working with such a dynamic and inspiring brand with its distinctive style offers us a great opportunity to further expand our brand portfolio and is set to be a winning match,” said Roger von der Weid, CEO of Lalique Group.

With this new licence agreement, Lalique Group is expanding its perfume portfolio, which currently includes the brands Lalique Parfums, Brioni, Jaguar Fragrances, Bentley Fragrances, Parfums Grès, and Parfums Samouraï.

It is worth to be noted that the agreement includes strong commitments on the sustainability of how the fragrances are produced and packaged.