The fragrance companies Parfumlovers Cologne and Mäurer & Wirtz have agreed a partnership for joint product launches. Both fragrance manufacturers have now announced this. Under the agreement, the Rhineland-based family business will independently distribute selected products from Parfumlovers Cologne. At the same time, Mäurer & Wirtz will take on contract manufacturing for selected projects. A major joint project is also already in the pipeline and is due to be announced in the autumn.

Tradition and new trends

Mäurer & Wirtz is bringing to the partnership its industrial expertise, scalable production in Germany, experience as an incubator for creator fragrance brands, and a sales network built up over many years, the statement said. Parfumlovers Cologne aims to contribute to the partnership’s success through its agility, cultural insight and expertise in the development and marketing of trend-, creator- and pop-driven fragrance projects.

Partnership for creative concepts

“In times like these, our motto is: with each other, not against each other,” said Stephan Kemen, CEO of Mäurer & Wirtz. The companies are pooling their creative concept development, fragrance expertise and market strength to create synergies. The partnership aims to identify trends at an early stage, engage communities and develop fragrance concepts with high relevance to both target audiences and the retail sector. Guido Schmitt, CEO of Parfumlovers, emphasised that Mäurer & Wirtz combines 180 years of fragrance tradition with a great openness to new ideas – trust and personal connection are particularly important when it comes to co-creations with exceptional personalities.

Source: Mäurer & Wirtz