Puma extends lifestyle reach with global Interparfums fragrance licence
Puma is extending its lifestyle reach into fragrance through an exclusive worldwide licensing agreement with Interparfums, with the first product scheduled to launch in 2027.
The new agreement will give Interparfums responsibility for Puma’s fragrance business from development to distribution and will run until 31 December 2037. Financial terms were not disclosed.
The deal brings Puma into Interparfum's license portfolio that includes Coach, Jimmy Choo, Lacoste and Montblanc, among other fashion and luxury names. The company has operated in the fragrance market since 1982 and distributes products in more than 120 countries.
Following the announcement Puma shares gained 2.5% on the Frankfurt Stock Exchange's electronic trading platform Xetra.
Fragrance adds another lifestyle category
Interparfums described the planned 2027 launch as a signature lifestyle fragrance, reflecting Puma’s efforts to build relevance beyond performance sportswear.
“Through its innovative products, deep relationships with elite athletes and teams, and disruptive collaborations across design and popular culture, PUMA has built relevance well beyond the field of play and established a formidable presence in key markets around the world," said Jean Madar, Chairman and Chief Executive Officer of Interparfums.
"We look forward to translating this cultural significance into a new fragrance that extends the PUMA brand and engages consumers across markets, generations, and style preferences."
The agreement returns Puma to the beauty market following its previous licence with L’Oréal, which took effect in January 2015 after an earlier personal-care partnership with Procter & Gamble ended. The Interparfums deal is focused specifically on fragrance.
Nina Jacobsen Director Licensed Business at PUMA, added that the brand was "delighted" to join Interparfums brand portfolio and expects the partnership to "leverage PUMA’s cultural relevance, energy and global brand appeal to create a fragrance that will be embraced by consumers around the world.”
Puma's focus on lifestyle extends to fashion
The licence agreement with Interparfums plays into Puma's efforts to make its fashion offering more culturally relevant and build on its legacy styles to build consumer engagement. Earlier this year Puma hired former Adidas- exec Laurent Fricker to lead its Sportstyle business unit, which leverages the brand's vast archive to create products that celebrate the legacy of sport and connect to the passion of sport culture. Fricker commented that developing Sportstyle was a "fantastic opportunity" and that there was a "clear potential" to sharpen Puma's product offer to ensure it remained "culturally relevant to our consumers."
Puma’s fashion activity has also continued through its partnership with British designer Priya Ahluwalia. During London Fashion Week this month, Ahluwalia presented the third Puma collaboration alongside her spring/summer 2027 Revel collection.
Puma continues its business turnaround
The fragrance licence comes as Puma pursues a strategic turnaround led by Chief Executive Officer Arthur Hoeld. Puma has characterised 2026 as a transition year as it works to restore growth through cost efficiencies, inventory reductions and improvements to its distribution model, while investing in its digital infrastructure and direct-to-consumer channels.
Puma reported a 9.4% organic fall in second-quarter revenue to €1.69 billion (£1.45 billion), a steeper decline than its 1% currency-adjusted fall in Q1, as its distribution clean-up and move away from heavy promotions continued to weigh on sales. Yet the brand also showed progress on controlling costs and margins, with its EBIT loss narrowing.
As part of its reset plan the brand is targeting a return to growth in 2027, the same year in which its first Interparfums fragrance is due to reach consumers.
The fragrance deal adds a new licensed category to that reset, with Interparfums responsible for turning Puma’s sports and fashion positioning into a globally distributed scent.
As part of its turnaround the brand has also been on a hiring spree this year, reinforcing its leadership across e-commerce, finance, creative direction, wholesale and regional management, bringing in executives with experience at Adidas, Nike and other major sportswear businesses.
