Puma is returning to the fragrance business, with a new scent planned for 2027.
The German sportswear brand has signed a global licensing agreement with Interparfums covering the creation, development, production and distribution of fragrances under the Puma name. The deal runs through December 31, 2037.
The first product will be a signature lifestyle fragrance, although Puma and Interparfums have not yet shared details on the scent, packaging or launch markets.
FashionNetwork reported the agreement as Puma expands further into lifestyle categories beyond its core sportswear business.
Interparfums already manages fragrance licenses for brands including Coach, Jimmy Choo, Lacoste, Moncler and Montblanc. The Puma deal adds a sportswear label to that portfolio.
Puma is not new to fragrance. The brand has previously released perfumes and other beauty products through licensing partnerships, including deals with Procter & Gamble and L’Oréal. The new agreement with Interparfums is focused specifically on fragrance.
The move comes as Puma works through a difficult period for its core business. The company reported second-quarter revenue of €1.69 billion, down 9.4% organically, with weaker wholesale business and changes to its distribution model weighing on sales.
For now, the next step is the 2027 fragrance launch. Puma and Interparfums have not disclosed financial terms for the licensing agreement.
