Perfume Holding, a company built from the merger of Paris-based Selective Beauty and Parma with Italy-based Morris Profumi’s business announced that their entering a joint venture with Singapore distributor, Luxasia, to form Perfume Holding Asia by the end of the year. This company will be based in Singapore and set to sell products manufactured and supplied by Perfume Holding via Luxasia affiliates and other distributors that are already Perfume Holding’s partner in Asia.

Executive Director of Perfume Holding, Corrado Brondi said “The main objective of this new venture for us is to create a local presence which can optimize the development of our brands in the market, both in terms of distribution and the integration of the local needs of the Asian market in our future product development projects.”

To enter the giant market such as Asia Perfume Holding choose the right partner because Luxasia is said to be the leading independent distributor and cosmetics brands in Asia. There are 80 brands on their portfolio which includes names such as Beiersdorf, Clarins, Shiseido, P&G Prestige and LVMH Moët Hennessy–Louis Vuitton. Morris Profumi portfolio themselves includes brands such as Bois, Ducati, Ferrari, Fiorucci, La Perla and Sergio Tacchini adding to that Selective Beauty licences which includes brands such as Benetton, Iceberg, John Galliano, Max Mara and Trussardi.

Patric Chong, the President of Luxasia commented on this joint venture that they are “enthusiastic about this joint venture, since it is our first step to [building] a leadership position in the masstige market, in which Perfume Holding has a strong know-how and brand portfolio.”

With this partnership, this will bring more brand to our shore and made them more readily available.