Since the beginning of July, Mäurer & Wirtz has held the exclusive distribution rights to fragrances and personal care products under the Fila fashion brand. The perfume manufacturer took over the licence from the Italian company Coswell.

Well-Known Personalities at the Heart of the Brand's Iconic Image

Fila originally specialised in underwear before changing to sportswear production in the 1970s. The brand supported numerous famous personalities during sporting challenges, including five-time Wimbledon winner Björn Borg and mountaineering legend Reinhold Messner. Today, the brand ambassadors representing Fila in global campaigns are international style icon Hailey Bieber and German-American model Leni Klum.

Mäurer & Wirtz Aims to Become a Top International Industry Player

By expanding its portfolio to include the iconic, sporty perfume brand, Mäurer & Wirtz says it aims to pursue its growth strategy. According to the manufacturer, it intends to become one of the top players in the international fragrance industry by 2030. The first product ranges Mäurer & Wirtz has introduced are "F-Power" for men and "F-Vibes" for women. The products are designed to be a fitting fragrance for consumers who wish to express themselves with trendy streetwear, the company explains.

Source: Mäurer & Wirtz