When vision and heritage merge: How a fragrance legend breaks new ground.
When a fragrance house with over 260 years of history meets one of the most influential luxury companies of our time, more than a deal is created—it opens a new chapter in fragrance culture. In 2023, Kering announced the full acquisition of Creed, one of the world's most renowned perfume houses. A move that goes far beyond economic interests. What is happening here is the fusion of craftsmanship, tradition, and global vision.
A fragrance history of aristocratic elegance
Creed was founded in London in 1760 by James Henry Creed – initially as a royal tailor, but soon as an olfactory chronicler of the nobility. With legendary compositions such as Aventus, Green Irish Tweed, and Silver Mountain Water, the house created iconic fragrances that are still considered the epitome of elegance and strength of character. Each bottle is like a coded fragment of aristocratic history, sustained by hand-picked raw materials and knowledge passed down through generations.
Kering Beauté – Strategy, substance and sillage
The fact that Kering – the French luxury group behind brands such as Gucci, Balenciaga, and Saint Laurent – is now acquiring 100% of Creed's shares marks the beginning of a new era. With a purchase price of approximately €3.5 billion, it's not just a commercial statement, but also a cultural one. The new "Kering Beauté" division is becoming tangible for the first time with Creed. It's about much more than expansion: It's about preserving and simultaneously reinterpreting a fragrance heritage.
Kering stands for selective luxury, for brands with artistic depth, identity, and an uncompromising signature. The group doesn't pursue a mass strategy—rather, it chooses precisely, carefully, and with an eye for substance. The acquisition of Creed fits seamlessly into this vision. Plans include expanding the international presence, particularly in Asia and travel retail, as well as expanding the portfolio to include body care, home fragrances, and new women's fragrances.
While other companies have long since diversified their fragrance businesses, Kering is starting with a bang. And with a brand that itself stands for bangs – albeit in the form of quiet grandeur. Even under the new umbrella, Creed remains a voice for craftsmanship, depth, and authenticity. A voice that now carries on – into new markets, new hands, and new fragrance dreams.
Kering – Luxury as an attitude
Kering itself dates back to 1963. What once began as a trading company evolved under François-Henri Pinault into a subtly orchestrated world of fashion, jewelry, and now also fragrance. The name "Kering," of Breton origin, symbolically means "place of the heart" – and this ethos permeates the entire portfolio. From Gucci to Boucheron, from Pomellato to Balenciaga – Kering cultivates brands that act like gateways to unseen worlds: Each collection tells a story, each line a new chapter full of style, symbolism, and emotion.
scent amor – Curated fragrance culture with vision
This heart beats at scent amor as well. Although Creed is not currently part of our range, we are following this development with keen curiosity – because it demonstrates how the boundaries between independent fragrance art and global luxury are continuing to shift. At the same time, we focus on those brands that speak the same language: uncompromising quality, original compositions, and an olfactory signature.
For example, XERJOFF with its Casamorati collection – a homage to Italian perfumery tradition, full of lushness, finesse, and opulence. Those who venture into the world of Lira, Italica, or Dama Bianca will experience what fragrance can mean as an art form.
If you would like to learn more about us and the philosophy behind scent amor, you can find an insight into our self-image at the following link: About scent amor .
scent amor remains a place for fine selection, sincere fragrance encounters and aesthetic depth – even in a time when the luxury landscape is changing.
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