Interparfums takes over the fashion reins at Rochas.

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The Fragrance specialist will now be in charge of marketing and communications for ready-to-wear by the House of Rochas, which it has owned since 2015. The Italian licensee, Him Co, will retain production.

 

Rochas is definitely a house of firsts for Interparfums.

 

The perfume specialist has just announced that “all marketing, communication and licensing activities related to the Rochas core fashion line” will “henceforth be handled by Interparfums“.

 

The Italian licensee, Him Co, which until now has been responsible for these various tasks, will now confine itself to the production of Rochas ready-to-wear.

 

Global control

 

This is the first time that Interparfums has taken complete control of a brand, from perfumes to fashion.

 

Back in 2015, when the fragrance group bought the Parisian house from Procter & Gamble, it had already stepped out of its comfort zone by becoming the owner of a fashion brand. Until now, Interparfums has concentrated on developing and producing fragrances under licence for names such as Balmain, Jimmy Choo, Montblanc and Repetto.

 

It initially focused on Parfums Rochas, and continued to delegate fashion to the licensee at the time, Onward Luxury Group (OLG), before turning to Italy’s Him Co in 2017.

 

Buzz thanks to Charles de Vilmorin

 

Over the past two years, Rochas has returned to the fashion scene with a bang, thanks to the appointment of young prodigy Charles de Vilmorin as head of ready-to-wear in 2021.

 

From the very first show at Paris Fashion Week, the colourful, poetic collections by the 26-year-old, who was spotted by Jean-Paul Gaultier and Alber Elbaz, won rave reviews. Proof of the industry’s recognition of his talents is that he will be chairing the jury at the Hyères International Fashion, Photography and Accessories Festival, from 12 to 15 October.

 

The announcement of Charles de Vilmorin’s departure last April, without any explanation for the split, came as a surprise. Philippe Benacin, on behalf of the group, thanked the young man “for his contribution to the Rochas heritage” and added that “his creative vision will have a lasting impact on the brand’s universe“.

 

The Studio to take over creation

 

Pending a possible new appointment as head of fashion, Rochas’ creative studio is designing its collection for Spring Summer 2024, which will be on show at Paris Fashion Week in September.

 

In general, Interparfums is on a roll. It recently raised its sales target for the whole of 2023 to €770 million, up from €706.6 million in 2022.

 

In its annual report, the group states that the Rochas brand achieved sales growth of 7% to 37.7 million euros in 2022.

 

Eternity ahead

 

After the takeover in 2015, however, Interparfums’ objective was to achieve sales of €25 million in 2016 and double that figure by 2020.

 

So there is still a long way to go to meet these initial targets.

 

But as Philippe Benacin, the CEO of Interparfums, pointed out in 2015 when he bought Rochas, “As we become the owners of the brand and its archives, we will not have to pay any royalties and we have eternity ahead of us to develop it, without having to be accountable”.

 

Rochas will celebrate its 100th anniversary in 2025. With a DNA rooted in fashion, Marcel Rochas opened his Couture House in 1925, before launching his first fragrances in 1936.

 

Read also > The Old Continent: the top summer destination for non-Europeans – Luxus Plus (luxus-plus.com)

 

Featured photo : © Rochas [/vc_column_text][/vc_column][/vc_row][vc_row njt-role=”not-logged-in”][vc_column][vc_column_text]

The Fragrance specialist will now be in charge of marketing and communications for ready-to-wear by the House of Rochas, which it has owned since 2015. The Italian licensee, Him Co, will retain production.

 

Rochas is definitely a house of firsts for Interparfums.

 

The perfume specialist has just announced that “all marketing, communication and licensing activities related to the Rochas core fashion line” will “henceforth be handled by Interparfums“.

 

The Italian licensee, Him Co, which until now has been responsible for these various tasks, will now confine itself to the production of Rochas ready-to-wear.

 

Global control

 

This is the first time that Interparfums has taken complete control of a brand, from perfumes to fashion.

 

Back in 2015, when the fragrance group bought the Parisian house from Procter & Gamble, it had already stepped out of its comfort zone by becoming the owner of a fashion brand. Until now, Interparfums has concentrated on developing and producing fragrances under licence for names such as Balmain, Jimmy Choo, Montblanc and Repetto.

 

It initially focused on Parfums Rochas, and continued to delegate fashion to the licensee at the time, Onward Luxury Group (OLG), before turning to Italy’s Him Co in 2017.

 

 

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The Fragrance specialist will now be in charge of marketing and communications for ready-to-wear by the House of Rochas, which it has owned since 2015. The Italian licensee, Him Co, will retain production.

 

Rochas is definitely a house of firsts for Interparfums.

 

The perfume specialist has just announced that “all marketing, communication and licensing activities related to the Rochas core fashion line” will “henceforth be handled by Interparfums“.

 

The Italian licensee, Him Co, which until now has been responsible for these various tasks, will now confine itself to the production of Rochas ready-to-wear.

 

Global control

 

This is the first time that Interparfums has taken complete control of a brand, from perfumes to fashion.

 

Back in 2015, when the fragrance group bought the Parisian house from Procter & Gamble, it had already stepped out of its comfort zone by becoming the owner of a fashion brand. Until now, Interparfums has concentrated on developing and producing fragrances under licence for names such as Balmain, Jimmy Choo, Montblanc and Repetto.

 

It initially focused on Parfums Rochas, and continued to delegate fashion to the licensee at the time, Onward Luxury Group (OLG), before turning to Italy’s Him Co in 2017.

 

 

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Sophie Michentef
Sophie Michentef has worked for more than 30 years in the professional press. For fifteen years, she managed the French and international editorial staff of the Journal du Textile. She now puts her press, textile, fashion, and luxury expertise at the service of newspapers, professional organizations, and companies.

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