Coty reinforces European market presence with bruno banani license renewal, Mexx licensing extension



Coty reinforces European market presence

Coty has extended its license agreement with Dutch fashion brand Mexx for more than twenty-five years and has renewed its long-term license partnership with German fashion company bruno banani for over twenty years. The partnership with Mexx includes all the brand’s fragrances and colognes, while the license renewal for bruno banani will focus on “continued expansion and premiumization of its portfolio into new categories and innovations,” as detailed in a Coty press release​.  

Coty & Mexx

Mexx was founded in 1986, and while the brand launched its first fragrance lines, Mexx MAN and Mexx Woman in 2000, the licensing partnership between Mexx and Coty did not begin until 2016. Since that time, according to market research firm Nielsen, Mexx has grown to be one of the top four fragrance brands in Germany, the Coty press release​ said.  

Most recently, the release continued, “Mexx unveiled a series of limited-edition fragrances that received widespread consumer acclaim, from the Mexx “Summer Bliss” mood boosting fragrance to the “Mexx Black & Gold” holiday fragrance.” Moving forward, “this long-term extension of our partnership will enable us to accelerate the brand’s momentum and fuel ambitious expansion plans into dynamic new markets and categories,” said Coty CEO Sue Nabi in a company press statement.  

In the same statement, Stefano Curti, Chief Brands Officer, Consumer Beauty at Coty, commented: “This agreement builds upon the significant synergies we have created with Mexx, and will enable us to continue the premiumization of the brand and its category expansion.”  



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