Hugo Boss and Coty renew license agreement

Hugo Boss has extended its fragrance license agreement with Coty beyond 2035. 

The partnership, which first began in 2016, covers all Boss and Hugo fragrances for men and women.

Under the renewed license agreement, Hugo Boss plans to expand its Boss women's fragrance range in "key" European markets and lay the foundation for this segment to grow into the US market.

It will focus on strengthening its 'Boss The Collection' range, with hopes to enhance the relevance of the brand in specialty markets such as the Middle East and China.

The existing offering under the Hugo brand will also be reinvented to focus on younger target groups, including Gen Z, and to fully reflect the brand's new 'Hugo Your Way' platform.

Daniel Grieder, CEO of Hugo Boss, said: "We are excited to continue our successful partnership with Coty and are convinced that we have the right partner at our side to exploit the full potential of BOSS and HUGO in the global fragrance business."

Sue Y. Nabi, CEO of Coty, said: “We are delighted to extend our highly successful partnership with Hugo Boss, one of the leading premium fragrance brands in our portfolio. Together, we have created many iconic male fragrances, which have been enthusiastically received by consumers, and we look forward to build on these successes.”