Ancient inspiration meets the art of modern fragrances
Classic Parfums takes over the distribution of Agatho Parfum in German-speaking countries with immediate effect. The artistic Italian perfumery brand understands fragrance as an interplay of sensory perception, history, material and form: inspired by the culture of ancient Pompeii, compositions are created that combine archaeological references, the art of modern fragrances and Italian craftsmanship. In selected creations, handcrafted Capodimonte porcelain stoppers emphasise the unique, collectable nature of the fragrances. With Agatho Parfum, Classic Parfums’ portfolio gains a brand that occupies a unique and distinctly artistic position in the discerning market.
Discovery as part of the portfolio strategy
Following the merger with Mäurer & Wirtz and The Nose Behind, Classic Parfums is using the next growth phase for the onward development of its portfolio in various areas of the luxury and niche fragrance segment. In addition to internationally established luxury brands, the focus is also on artistic perfumery concepts whose strength lies in a clear concept, craftsmanship and an unmistakable olfactory signature. Classic Parfums deliberately relies on brands whose relevance arises not only from short-term trends or digital attention mechanisms, but from a stand-alone identity and long-term development potential.
A shared view for what is special
“Agatho Parfum is a brand whose strength is developed from details,” says Herbert Stricker, CEO of Classic Parfums and The Nose Behind. “Sophisticated fragrance compositions, craftsmanship, exceptional materiality and a clear creative approach join forces to create a special form of the art of fragrances. Our aim is to make this depth visible – with advice, context and in environments that do justice to the character of the brand.”
“Agatho was born out of a desire to translate Pompeii’s olfactory heritage into the present,” says Alessandro Bianchi, founder of Agatho Parfum. “Pompeii is a unique place of remembrance for us: a city where an ancient moment has been preserved in a distinctive way. This idea also shapes our work with fragrances – as a way of making atmosphere, beauty and culture tangible. With our compositions and flacons, we transpose this heritage into a contemporary form. In Classic Parfums, we have found a partner who understands the aspirations of the artistry and craftsmanship of the brand and will use the necessary care in its development of Agatho Parfum in the German-speaking market.”
Pompeian heritage in the contemporary art of fragrances
Agatho Parfum makes its starting point in ancient Pompeii apparent in every detail. The names of the fragrances echo historical, mythological and emotional motifs. For example, 195 a.C. refers to the abolition of the Lex Oppia in 195 BC, ADONE to the legend of Adonis and Aphrodite, CASTIAMANTI to a timeless promise of passion. The brand owes its name to Agatho, a manufacturer of precious ointments and fragrant essences, who is said to have supplied the aristocracy with his creations in the ancient world. Agatho Parfum reinterprets this historical reference with a contemporary understanding of haute parfumerie.
The Pompeii collection as an artistic signature
The Pompeii Collection forms the genesis of the brand world and interprets the fragrances and secrets of an ancient Roman city whose history has been uniquely preserved by its entombment. The uniqueness of the brand is particularly visible in this collection: selected flacons are provided with elaborately crafted stoppers created from Capodimonte porcelain which are shaped, decorated and fired using traditional processes. In combination with metallic flacons, engravings and marbled surfaces, a material vividness is created that gives the fragrances the feel of a collector’s item. The Pompei Collection comprises nine independent fragrance compositions and presents citrus notes, aromatic herbs and costly woods, plus much more besides. 195 a.C., ADONE and CASTIAMANTI exemplify the narrative and olfactory range of Agatho Parfum – from a verdant freshness and elegant depth to floral radiance and a warm, oriental sensuality.
Development characterised by finesse in the discerning market
With the portfolio growth through Agatho Parfum, Classic Parfums highlights its ability not only to meet existing demand, but also to uncover special brand worlds, to map out their uniqueness and to develop them in the right environment for the long term. The focus is on distribution through selected perfumeries, high-quality specialist retail partners and retail environments in which advice, discovery and the communication of the history of Agatho Parfum are possible. Classic Parfums also develops marketing initiatives that are tailor-made for the brand so that they become tangible at the POS and via multipliers. The decisive factor here is a brand-appropriate approach that not only relies on presence, but also renders the aesthetics, craftsmanship and cultural background of the brand evident.
About Agatho Parfum
Agatho Parfum is an Italian fragrance brand founded in 2018 by Alessandro Bianchi. Inspired by the ancient fragrance culture of Pompeii as well as by mythology, art and Mediterranean sensuality, the brand blends cultural references with contemporary haute perfumery.
The creations emerge from the desire to translate historical motifs, rituals and olfactory memories into a modern fragrance language. In addition to top-of-the-range raw materials, stoppers artfully crafted from Capodimonte porcelain characterise the special aesthetics of the brand. Agatho Parfum represents an artistic world of fragrances in which Italian craftsmanship, cultural depth and olfactory expressiveness merge.
More information about Agatho perfume can be found at www.agathoparfum.com
About Classic Parfums and The Nose Behind
Classic Parfums is one of the leading distributors of luxury and niche fragrances in the German-speaking world. The company currently distributes twelve fragrance brands and has played a key role in establishing and raising the profile of international brands such as Widian, Pana Dora Sweden and Gritti. Under the leadership of Herbert Stricker, Classic Parfums has built up an outstanding reputation through curated exclusivity, sensitivity to brand strategy and extensive industry knowledge.
The Nose Behind is a rapidly growing distribution company in the luxury sector, representing long-established brands such as Clive Christian and the recently acquired fragrance house Thameen London. In addition, The Nose Behind GmbH is responsible for Herbert Stricker’s own exclusive perfume collections. The Roberto Ugolini collection, with its focus on craftsmanship, reflects the atmosphere of the Renaissance city of Florence, where its tangible history and artisan tradition are ever-present. The second fragrance brand, The Nose Behind, captures special places, moments and memories – and transforms them into high-quality, long-lasting compositions. Each fragrance tells its own story and is aimed at those who love complex perfumes and are looking for something special.
For further information about Classic Parfums, visit www.classicparfums.com, and for information about The Nose Behind, visit www.nosebehind.org.
