Shiseido teams up with Tory Burch

Shiseido has joined forces with US designer Tory Burch to develop, market and distribute Tory Burch beauty products around the world.

The licensing agreement, which takes effect from January 1, will be managed by Shiseido Group’s Americas region headquarters in New York.

Established in 2004 by Tory Burch, the eponymously-named lifestyle brand currently sells clothing, shoes, handbags, accessories, watches, homewares and fragrance in more than 250 Tory Burch boutiques in the US, Europe, the Middle East, Latin America, Asia and Australia as well at over 3000 other stores around the world.

Under the new partnership, Shiseido will provide Tory Burch with “a global platform and dedicated resources to elevate the Tory Burch beauty business, and to cultivate and capture opportunities as a multi-platform, global lifestyle beauty brand”.

Tory Burch said her company is thrilled to be partnering with Shiseido, a company that she had always admired for its “rich history, unparalleled products and dedication to innovation”.

“There are great synergies between our companies including a deep respect and connection to our customers, a passion to support women’s empowerment and an aligned long-term strategic vision,” she said.

“We could not be more excited to build a global lifestyle fragrance and beauty concept in partnership with Shiseido, a realisation of a long-time dream.”

Likewise, Marc Rey, CEO of Shiseido Americas and Shiseido chief growth officer, said the Japanese company is thrilled to partner with Tory Burch.

“Tory Burch is a powerhouse fashion brand that shares many of the same values as Shiseido,” he said.

“There’s a tremendous opportunity to grow the Tory Burch business, and Shiseido is honoured to provide Tory Burch with the resources to do so.

“By combining Tory’s beloved vision and the brand’s future-forward approach to digital, with Shiseido’s global platform and expertise in beauty and technology, this partnership has the ability to connect even more deeply with consumers and unleash the brand’s full potential.”

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