Kering Beaute announced the purchase of Creed – Kommersant

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Niche French brand Creed will join other Kering Beaute perfume brands such as Bottega Veneta, Balenciaga, Alexander McQueen, Pomellato and Qeelin. Creed was founded by James Henry Creed in 1760 during the reign of King George III of England and has produced over 200 perfumes since its inception, including the bestsellers Aventus Cologne, Viking, Himalaya and Green Irish Tweed. Financial terms of the deal were not disclosed, but industry sources estimate it to be worth around $1.5 billion.

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