Puma Signs Global Fragrance License with Interparfums

Puma is extending its brand into fragrance through an exclusive global licensing agreement with Interparfums. The first product, described as a signature lifestyle scent, is scheduled to launch in 2027.

The new agreement grants Interparfums responsibility for the entire Puma fragrance business, from development to distribution. It will run until December 31, 2037. Financial terms were not disclosed. This deal brings Puma into Interparfums's portfolio of licensed brands, which includes Coach, Jimmy Choo, Lacoste, and Montblanc. Interparfums has operated in the fragrance market since 1982 and distributes products in over 120 countries.

A Signature Lifestyle Scent

Interparfums described the planned 2027 launch as a signature lifestyle fragrance. This reflects Puma's strategy to build relevance beyond performance sportswear. Jean Madar, Chairman and CEO of Interparfums, commented on the brand's cultural reach.

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, Madar said. He added that the company looks forward to translating this cultural significance into a new fragrance that engages consumers across markets and generations.

The agreement marks Puma's return to the beauty market. Its previous fragrance licence was with L’Oréal, beginning in January 2015. That followed an earlier personal-care partnership with Procter & Gamble. The new deal with Interparfums is focused specifically on fragrance.

Nina Jacobsen, Director of Licensed Business at Puma, stated the brand was "delighted" to join the Interparfums portfolio. She expects the partnership to leverage Puma's cultural relevance and global appeal to create a fragrance embraced worldwide.

Aligning with Fashion and Sportstyle

The fragrance licence aligns with Puma's broader efforts to enhance its cultural relevance in fashion. Earlier this year, Puma hired former Adidas executive Laurent Fricker to lead its Sportstyle business unit. This division leverages the brand's archive to create products connected to sport culture.

Fricker called developing Sportstyle a "fantastic opportunity." He noted a clear potential to sharpen Puma's product offer to ensure it remains culturally relevant to consumers. Puma's fashion activity also continues through its partnership with British designer Priya Ahluwalia. Ahluwalia recently presented her third Puma collaboration during London Fashion Week.

Part of a Broader Turnaround Plan

The fragrance licence arrives as Puma pursues a strategic turnaround led by CEO Arthur Hoeld. The company has characterized 2026 as a transition year. It aims to restore growth through cost efficiencies, inventory reductions, and improvements to its distribution model.

Puma reported financial challenges as part of this reset. Second-quarter revenue fell 9.4% organically to €1.69 billion. This was a steeper decline than the 1% currency-adjusted fall in the first quarter. The company attributed the drop to its distribution clean-up and move away from heavy promotions.

Despite the sales decline, Puma showed progress on controlling costs and margins. Its EBIT loss narrowed. The brand is targeting a return to growth in 2027, the same year its first Interparfums fragrance is due to launch.

The fragrance deal adds a new licensed category to this reset. Interparfums will be responsible for translating Puma's sports and fashion positioning into a globally distributed scent. As part of its turnaround, Puma has also been on a hiring spree this year, reinforcing leadership across e-commerce, finance, creative direction, and wholesale with executives from major sportswear firms.

Following the announcement of the licensing agreement, Puma shares gained 2.5% on the Frankfurt Stock Exchange's electronic trading platform Xetra.