Designer Parfums Adds the Worldwide Renowned Playboy Brand to its Strong Fragrance Portfolio

PR73640

LONDON, May 22, 2018 /PRNewswire=KYODO JBN/ --

    Dilesh Mehta, Chairman and CEO of UK based Designer Parfums announced today

that the Company has acquired the fragrance license of the iconic Playboy brand

to add to their portfolio of fragrances.

    Designer Parfums is a growing force in the global Beauty category

specialising in the development, marketing, manufacturing and distribution of

premium fragrances and beauty products.

    Dilesh Mehta says:

    "We are pleased to be adding Playboy to the Designer Parfums collection of

brands. Playboy is an iconic American lifestyle brand with a rich and storied

legacy. Our goal is to build on the brand's fundamental principle of freedom,

always pushing boundaries and appealing to a new generation of playful

explorers as we build for future growth."

    Founded in 1953, Playboy is one of the most recognizable brands in the

world today, enjoying 97%* unaided global awareness. Playboy today continues to

defy standards, break norms, push boundaries and ignite conversations across

the globe.

    Playboy has an impressive digital following driven by new lifestyle content

with styled millennials as a key target, and generates more than $1.5 Billion

in retail sales of Playboy-branded products annually. Playboy fragrances appeal

to both men and women for whom freedom and a sense of fun is the essence of

life.

    ABOUT DESIGNER PARFUMS

    Designer Parfums has a strong assortment of premium fragrances and beauty

products which are either wholly owned or operated under license. Whether

creating a brand from the very beginning or acquiring a license, the

combination of innovative marketing solutions and flawless execution have been

the foundation for their  global success.

    Their current portfolio is distributed across over 80 countries and covers

a spectrum of classics with true heritage alongside designer and celebrity

fragrance brands including, Jean Patou, Aigner Parfums, Ghost, Jean Louis

Scherrer, and now Playboy fragrances.

    Designer Parfums expertise spans key fragrance markets including Europe US,

Asia and the Middle East.

    http://www.designerparfums.com

    ABOUT PLAYBOY ENTERPRISES, INC.:

    Playboy is one of the most recognized and popular consumer brands in the

world. Playboy Enterprises, Inc. is a media and lifestyle company that markets

the brand through a wide range of media properties and licensing initiatives.

The company publishes Playboy magazine in the United States and licenses

foreign editions of Playboy around the world; operates Playboy.com, a leading

lifestyle, and entertainment site; and creates content for distribution via

television networks, websites, mobile platforms, and radio. Through licensing

agreements, the Playboy brand appears on a wide range of consumer products in

more than 180 countries, selling more than $1.5 Billion worth of goods

annually, and includes retail stores and entertainment venues on three

continents. For more information about Playboy Enterprises, please visit

Playboy.com [https://www.playboy.com/].

    *Source: Global Brand Tracking Study March 2012 by Penn, Schoen, Berland

SOURCE: SA Designer Parfums Ltd