BRIONI LAUNCHES SCENT AS IT PLOTS ASIAN EXPANSION
October 1st, 2009
BY KEITH NUTHALL
ITALIAN luxury fashion house Brioni is launching a fragrance in London today (Oct 14), as its new CEO Andrea Perrone pushes ahead with expansion plans, especially in Asia. Perrone, nephew of company founder Gaetano Savini, assumed control of the company this July from a governing committee (which served upon). He noted the cross-marketing benefits of selling scent: "It is a unique product, true to Brioni's commitment to quality and refinement."
The launch (on the company's 65th birthday) should underpin an aggressive commercial ...
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