Interparfums Signs Puma to a 10-Year Fragrance License Through 2037

Interparfums announced on September 22 that it has signed an exclusive worldwide license agreement with Puma, adding the German sportswear brand to a portfolio that already includes Jimmy Choo, Montblanc and Roberto Cavalli. According to the company's 8-K filing, the deal runs through December 31, 2037, and the first fragrance under the license is planned for 2027.

Terms of the agreement, including royalty rates and minimum guarantees, were not disclosed. Nina Jacobsen, Puma's director of licensed business, said in the filing that "Interparfums has built a" reputation for translating brand equity into successful fragrance lines, a framing that signals Puma's hope the license can do for its beauty business what it has not managed since parting ways with L'Oreal, which took over Puma's fragrance and body-care license from Procter & Gamble back in 2015.

The timing gives Interparfums a fresh growth vehicle just as it works through a crowded slate of new and renewed licenses. Days before the Puma announcement, the company disclosed a 20-year extension of its Roberto Cavalli license through 2046. It also signed a new agreement with Nautica in January and, through its 72%-owned French subsidiary Interparfums SA, inked a deal with Longchamp last July, with that brand's first launch also slated for 2027. Interparfums has told investors it expects 2027 to be "a very strong year as we ramp up the distribution" of these new licenses, according to the company's Nasdaq-published 2026 guidance.

For Puma, the license lands amid financial strain that makes an outside partner more attractive than a self-run beauty operation. The company reported a net loss of 645.5 million euros for 2025, reversing a 281.6 million euro profit the year before, and has forecast sales could fall as much as 7% in 2026 alongside a projected operating loss, according to reporting compiled by Yahoo Finance. Puma is also navigating a new ownership structure after China's Anta Sports agreed to acquire a 29% stake in the company, a deal the sportswear maker has said could complicate parts of its turnaround plan. Handing fragrance development to a specialist with an existing production and distribution network limits Puma's own capital exposure while it restructures elsewhere, including a partial shift of its North American operations detailed in FashionNetwork's coverage of the brand's 2027 rebound plan.

Interparfums, for its part, is stacking multi-year licenses at a pace that suggests it is betting several of them arrive in the same launch window. With Abercrombie & Fitch and Hollister set to expire in March 2028, the company has cushioned its future pipeline with Puma, Longchamp and Nautica, three fragrance debuts now converging on 2027 as the year its guidance already flags for a growth rebound.