LVMH has taken a minority stake in Paris-based fragrance house BDK Parfums, signaling continued investor interest in niche luxury perfumery. The investment was made through LVMH Luxury Ventures, the corporate venture arm tasked with identifying emerging luxury brands with strong growth potential, according to WWD.
BDK Parfums, founded in 2016 by David Benedek, has steadily built a reputation for creative and high-quality fragrance offerings. The brand’s portfolio spans classic, unisex, and experimental scents, catering to both traditional fragrance connoisseurs and younger audiences seeking distinctive olfactory experiences. Sales at BDK Parfums have surged 45% year-over-year, reflecting growing consumer appetite for specialized luxury fragrances and an effective international distribution strategy.
Earlier this year, the brand opened its first flagship store in Paris, a move intended to strengthen its retail presence and brand identity. BDK Parfums plans to prioritize international expansion in the near term, leveraging both boutique and online channels to reach a wider audience. Analysts suggest the LVMH backing will accelerate these efforts and provide strategic guidance in marketing, retail, and global distribution.
The deal also comes amid a broader surge in activity across the fragrance segment. Estee Lauder invested in direct-to-consumer scent brand XINÚ, while VMG backed Snif. TSG Consumer acquired PHLUR, and L’Oreal has made two strategic acquisitions, taking stakes in both Amouage and Creed. These moves indicate strong confidence in the growth potential of luxury and niche fragrance brands, as consumers increasingly seek high-quality, personalized scent experiences.
For LVMH, the minority investment strengthens its footprint in the high-margin luxury fragrance category, aligning with the group’s long-term strategy of diversifying its portfolio with emerging brands that have both creative credibility and scalable growth potential. BDK Parfums is expected to benefit from capital infusion, operational expertise, and access to LVMH’s extensive international network as it accelerates global expansion.










