by Stephen Garner

Sergio Tacchini has inked a new deal with Desire Fragrances for the official license and distribution partnership to develop, launch, and expand Sergio Tacchini fragrance lines for men and women.

The partnership will focus on expanding distribution into more than 20 new markets including Germany, the United Kingdom, and the U.S.A. Existing product lines will feature a complete refresh of packaging, updated branding, and a revamped merchandising selection. The new product collections will generate exposure with launches in both men’s and women’s categories. Desire Fragrances will help develop the business, employing its global market distribution channels and innovative capabilities in packaging design, R&D, manufacturing, and marketing expertise. The distribution channels will cater to luxury, prestige, and mass-market retailers.

“With both companies entering the partnership and being from Italy, there is an authentic synergy from the start, and we will capitalize on that component to create exciting new products taking inspiration from Tacchini’s rich history,” said Antonio Lemma, president of Desire Fragrances. “Combining Sergio Tacchini’s brand heritage and worldwide recognition, along with Desire Fragrances Inc.’s expertise in the beauty industry, we look forward to a new chapter for Sergio Tacchini fragrances.”

“There is unwavering passion for the Sergio Tacchini brand,” added Howard Cohen, investor and CEO. “With renewed energy across the globe and new partnerships like this, the brand is well-positioned for a resurgence. We look forward to working with Antonio and the entire Desire Fragrance team, who are proven experts in the fragrance space.”