Kering Beauté Acquires High-end Perfume Brand Creed, Focuses on Chinese Market and Travel Retail in the Future

6月 28, 2023

French luxury conglomerate Kering has announced the full cash acquisition of the British salon perfume brand Creed by its beauty division, Kering Beauté.
Founded in London in 1760 by James Henry Creed, Creed was originally a tailor shop serving European royalty. Later, Olivier Creed, a descendant of the family, introduced the first signature traditional eau de cologne, specifically designed for men’s use after shaving, with the exact year of its launch unknown. The brand gained acclaim for its high-end perfume, Angelique Encens (1933), which was reportedly specially formulated f …