BPI to distribute Burberry in key markets

Shiseido’s fragrance manufacturer and distributor arm Beauté Prestige International (BPI) has become the exclusive distributor of Burberry Perfumes & Cosmetics in France, Spain, and the US, in addition to travel retail in Europe and certain markets in Asia Pacific. The move follows Burberry’s decision to operate its fragrance and beauty business as a fifth division, named Burberry Beauty.

Under the new agreement, BPI will handle the public relations activities for Burberry in these markets. The British fashion brand cut its ties with Inter Parfums last month after the US based company had held the fragrance and beauty licence for 10 years.

BPI’s distribution business has been in operation since 2009, in tandem with its licensing business, which currently covers fashion brands Issey Miyake, Narciso Rodriguez and Elie Saab. In January, BPI also acquired the fragrance and cosmetics licence for Azzedine Alaïa Couture (Richemont Group).