About ICON
Ideas. Brands. People. Possibilities.
A leading, innovative, independent full service brand development and distribution company, dedicated to supporting brands seeking to enter the global fragrance market.
01Who we are
A full service partner, not a supplier.
ICON Partnership was founded in spring 2010 as a full service brand development and distribution company, focused on supporting brands entering the fragrance, skincare and cosmetics sector. It was established to meet UK consumer demand for British brands in those markets.
Today ICON is a leading, innovative independent company dedicated to supporting brands seeking to enter the global fragrance market - specialists in the creation, development and global distribution of premium fragrances.
02The model
Everything under one roof.
ICON’s model prioritises product development and marketing support alongside the importance of public relations and education. The scope runs from the creation of product and distribution strategies, developing new products and point of sale material, warehousing and delivery, right through to selling to the consumer.
The team brings experience, passion, energy and attention to detail as partners for brand owners seeking to build equity for the long term. That last phrase is the difference: ICON is set up for the second range and the third market, not just the launch.
- 01
Creative & Design
- 02
Product Development
- 03
Sales
- 04
Marketing & PR
- 05
Manufacturing
- 06
Distribution
“There is magic in what we do”
03Expertise
The brief.
It is written by the people who will also have to sell the result, so what is proposed has to stand up commercially as well as creatively - the same team carries it all the way to market.
04International reach
Eighteen countries.
ICON has traded in 18 countries globally. The Savile Row Private Collection is made in Great Britain and sold direct; earlier programmes have run through department stores, high street beauty, travel retail and television shopping.
- Europe
- Asia
- The Far East
- The Middle East
- South America
- Australia
Previous retailers we have dealt with
Traded in 18 countries
05Our story
It started with one decision.
David Strickley
CEO & Founder
David Strickley has played a pivotal role in shaping some of the industry's most iconic launches.
With a wealth of experience in the fragrance industry working for industry giants L'Oréal, Yves Saint Laurent and Estée Lauder, David Strickley has played a pivotal role in shaping some of the industry's most iconic launches. He played a crucial senior role in the launch and growth of major brands such as Ralph Lauren, Paloma Picasso, Donna Karan DKNY, Tommy Hilfiger Fragrances, and Crème de la Mer skincare. In addition, at Pierre Fabre, he oversaw the successful UK launch of Avène, turning it into a market leader in the dermo-cosmetic category.
Driven by a passion for brand development, brand building and innovation, David launched ICON Partnership, a full-service brand development, design and distribution company dedicated to supporting brands seeking to enter the global fragrance market. The company's arrival was celebrated in style to the industry with the appearance of the girl band Sugababes at the COPRA Ball, and with the launch of its very first celebrity fragrance range.
Since then, David has also created industry leading fragrance lines for internationally recognised fashion, lifestyle and celebrity brands:
- Superdry Men's & Ladies Fragrance Ranges
- Sugababes Fragrance Range
- The Jane Packer Fragrance Collection
06Responsible approach
Only what we can stand behind.
Maison Charel is a vegan fragrance house, developed with a leading Parisian perfume house. The National Trust range spans fine fragrance and home fragrance. The Savile Row Private Collection is made in Great Britain.
The partnership
Work with ICON.
Fragrance, beauty, brand extension or distribution - start with a conversation about what you are trying to build.