Italian luxury fashion house Brioni is launching a fragrance in London today (14 October), as its new CEO Andrea Perrone pushes ahead with expansion plans, especially in Asia.

Perrone, nephew of company founder Gaetano Savini, assumed control of the company this July from a governing committee (which he served upon).

He noted the cross-marketing benefits of selling scent: "It is a unique product, true to Brioni's commitment to quality and refinement."

The launch (on the company's 65th birthday) should underpin an aggressive commercial strategy that focuses on emerging Asian economies, notably China, with planned new openings of Brioni boutiques in Shanghai, Beijing and other Chinese cities from later this year.

This follows an "international expansion strategy" said a company communiqué, with stores opening over the past two years in Russia (Saint Petersburg and Ekaterinburg), Ukraine (Kiev), Kazakhstan (Almaty), Azerbaijan (Baku), Malaysia (Kuala Lumpur), Macao, South Korea (Seoul), Indonesia (Jakarta), India (Mumbai and New Delhi), the United Arab Emirates (Dubai), France (Cannes) and the United States (Bal Harbour, Florida).

The company said it planned to open new stores in Barcelona, Venice, Dusseldorf and Hamburg "as a sign of confidence in the European elite".

Another company document stressed its reliance on "a global managerial structure and an expanding strategic sales network."

By Keith Nuthall.