The Synergies of a Brand Within a Brand: Elsa Peretti + Tiffany = ?

It’s been reported that after nearly 4 decades, designer Elsa Peretti may be ending her licensing relationship with luxury retailer Tiffany & Co. That’s a pretty big deal for the luxury brand since the Peretti line turns out to be a luxury brand within a luxury brand. 

Tiffany has made an offer to buy the designer’s intellectual rights, but if they can’t work out the details, the two may end up at a parting of the ways. Without a new agreement, Tiffany would maintain all design rights for six months and would have an additional year to sell any Peretti-designed jewelry that they had in stock.

Peretti, of course, isn’t the only designer brand within the Tiffany brand. Tiffany & Co. maintains licensing agreements with Frank Gehry, Paloma Picasso, and Jean Schlumberger. 

But the fact that for the past three years in a down-ish economy, Peretti’s line of jewelry accounted for 10% of Tiffany’s net sales, which only proves that that companies should never take their brand lightly. 

Or in Tiffany’s case, one can only suppose, Holly Golightly.

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