Member of the
Fragrance Foundation
Fragrance · Beauty
We partner with ambitious businesses to create, design, develop, launch and distribute fragrance brands that make a lasting impact.
Savile Row Private Collection · Savile Row Mayfair · Savile Row Heritage · Maison Charel · Seksy · Superdry · Sugababes · National Trust · Jane Packer
Pictured: Acus Extrait de Parfum from the Savile Row Private Collection, created with ICON Partnership.
ICON Partnership is an independent, full service brand development and distribution company, dedicated to supporting brands seeking to enter the global fragrance market.
Specialists in the creation, development and global distribution of premium fragrances, having traded in 18 countries across Asia, Europe, the USA, Canada, the Far East, the Middle East and Australia.
Our signature creation
British heritage. Modern perfumery. A complete brand world.
Acus
Bucula
Creatia
Sartoria
Savila
Tela
Six unisex Extrait de Parfums, named in the language of the workroom and made in Great Britain.
View the case studyOne partner, every stage
Our success with brands such as Superdry and Savile Row demonstrates what ICON can do for another fragrance brand. The same team takes an idea from the first conversation to a product on a shelf in another country, without handing it between agencies on the way. Like a master tailor, our expert team shapes every detail around your vision, taking an idea from the first concept to a beautifully crafted luxury fragrance ready for the world’s most discerning retail destinations.
Where a brand has permission to play, and what the product has to do commercially.
Identity, art direction and the design of the object itself.
Fragrance briefing, formulation, testing, compliance and sampling.
Components, filling, finishing and quality, planned against the launch.
360° marketing campaign, PR, point of sale, retail listings, counter training and education.
Warehousing, delivery and the route to the consumer, market by market.
Selected work
Premium Tailoring
Six niche unisex Extrait de Parfums that blend the ethos of heritage and the artisanal with the modern bespoke energy of one of London's most iconic and stylish destinations. A truly distinctive fragrance range - the perfect synthesis of tradition, artistry and innovation - proudly made in Great Britain.
Six-fragrance collection, packaging and launch
Our impressive brand portfolio to date comprises fragrance development for the global clothing company Superdry, a celebrity fragrance for the Sugababes, six unique niche fragrances for the bespoke tailor, Savile Row Custom Made, a premium fragrance and men’s grooming range for the world-renowned Savile Row Company, a beautifully curated floral range for the renowned London florist Jane Packer, and a home and body range for the beloved British institution, the National Trust.
Fashion
Fragrance for the global premium clothing company, reflecting their brand pillars of craft and culture. A range built to sit inside Superdry's own retail theatre rather than beside it.
Men's and women's fragrance ranges
Celebrity
ICON's first celebrity fragrance, launched with the band's appearance at the COPRA Ball, and the company's arrival in the industry.
Celebrity fragrance range
Premium Vegan Fragrance
A vegan fragrance house of ingredient-led scents that are eco-conscious, responsibly formulated and shaped by a focus on sustainability. Fig and bergamot, sandalwood and jasmine, vetiver and green tea, presented in restrained apothecary glass.
Vegan fragrance range
Women's Fragrance
A women's fragrance range of elegant gourmand Eau de Parfum built for high-street beauty halls, stunningly presented in unique twelve-sided bottles embellished with shimmering crystals.
Women's fragrance range
Heritage
A fine fragrance and home fragrance range for one of Britain's best-loved natural beauty and heritage institutions, designed around the four pillars of the National Trust: Woodland, Countryside, Coast and Gardens.
Fragrance and home fragrance range
ICON works across creative and design, product development, sales, marketing and PR, manufacturing and distribution. Engagement scope varies by brand.
Previous retailers we have dealt with
Traded in 18 countries
The real question
Start something
Tell us about your idea and let's start a conversation.
