German fragrance house Mäurer & Wirtz has been appointed exclusive European distributor for Confetti Group, marking a significant expansion of the companies’ strategic partnership.
The agreement will see Mäurer & Wirtz oversee the European rollout of Confetti Group’s growing portfolio of fragrance and body care brands across both prestige and masstige categories.
With more than 180 years of heritage in fragrance development, production and marketing, Mäurer & Wirtz has become one of Europe’s foremost full-service fragrance businesses. The partnership reflects Confetti Group’s wider international growth ambitions and follows a successful regional collaboration launched in 2025.
Under the new agreement, a broad range of women’s and men’s fragrance collections — alongside body care products — will be introduced progressively across key European markets through Mäurer & Wirtz’s established distribution network.
Building a stronger European platform
The two businesses previously partnered on the distribution of selected men’s fragrance lines across Germany, Austria and the Benelux region, where sales performance significantly exceeded expectations.
Stephan Kemen, CEO of Mäurer & Wirtz, said: “Confetti Group has shown a strong ability to create brands that genuinely resonate with modern consumers and digital communities. Expanding this partnership across Europe is a natural next step, and one we see as a major opportunity for long-term growth.”
Ori Leslau added: “Mäurer & Wirtz combines extensive market reach with real fragrance and personal care expertise and a deep understanding of brand-building across multiple segments. They are the ideal strategic partner to support our next phase of European expansion.”
Digital-first fragrance brands gain momentum
Confetti and the Riggs men’s fragrance collections have both gained traction with younger consumers through strong digital-first positioning and accessible luxury appeal.
As part of the expanded partnership, Mäurer & Wirtz will leverage its established European sales infrastructure — particularly its strong presence in Eastern Europe while also activating its influencer and social commerce network to accelerate brand visibility and consumer engagement online.
The Confetti Group’s Portfolio
Confetti Group develops and operates FMCG brands focused on high-growth markets and evolving consumer trends.
Its fragrance portfolio includes:
- Confetti, a women’s fragrance and body care brand centred on individuality, emotion and modern femininity
- Riggs, a men’s fragrance line offering a contemporary interpretation of accessible luxury, including the forthcoming Europe-wide launch of the Lineage Collection
Both brands combine European-developed fragrance compositions with high conentrations, accessible pricing and a scalable international growth strategy.
Full service along the entire value chain
Building on profound fragrance expertise, Mäurer & Wirtz is first and foremost a fragrance manufacturer and brand developer. The company conceptualizes, produces and markets its own brands as well as fragrance and care products in the areas of fashion licences, white label, teleshopping and creator brands. As an incubator for creator fragrances, Mäurer & Wirtz provides end-to-end support for personalities and talents, from the initial fragrance idea to product development and production to the successful market launch.
In addition to this manufacturer and brand expertise, Mäurer & Wirtz has also been systematically expanding its distribution business for selected third-party brands for several years. Partners can choose from different service packages as required – from pure distribution and international sales structures to comprehensive full-service support including e-commerce, category management and holistic brand management. An interdisciplinary team of trade marketing, press relations, social media, influencer relations and brand management ensures effective positioning along the entire customer journey. With this partnership, Mäurer & Wirtz underscores its commitment not only to developing and producing fragrance brands, but also to successfully scaling them on an international level.
About Confetti Group London
Confetti Group is an international FMCG brand investor, creator and operator, focusing on high-growth markets and evolving consumer needs. Through its fragrance brands Confetti, Riggs and House of Kinz, the company combines high-quality compositions developed in Europe with an accessible price-performance ratio and a strategy clearly focused on scalability and market proximity. They have an established presence in more than 50 countries globally covering approximately 80,000 doors across Supermarket, Convenience, Perfumery and Pharmacy.
Confetti London stands for modern, self-confident femininity and understands fragrance as an expression of individuality and emotion. The portfolio includes fragrances as well as body sprays, fine fragrance mists and deodorants. The men’s fragrance line RIGGS comprises several series, including the Lineage Collection, which will soon be distributed across Europe by Mäurer & Wirtz. RIGGS embodies a modern, accessible approach to luxury, with particularly expressive fragrance compositions.
About Mäurer & Wirtz
Mäurer & Wirtz is a sixth-generation family business and one of Europe’s leading houses for high-quality fragrance and personal care products. In 2025, the Global House of Perfumes generated revenue of 280 million euros and, with around 400 employees, shapes the fragrance market in more than 100 countries worldwide.
As Germany’s largest fragrance manufacturer, Mäurer & Wirtz unites all key capabilities along the fragrance value chain under one roof: from concept development, fragrance creation and product design to production, marketing and distribution. Its integrated business model is built on several pillars: Mäurer & Wirtz acts as a manufacturer, a brand developer for lines across the niche, prestige and lifestyle segments, an incubator for creator fragrances, and an international distributor of selected third-party brands.
Overall, the brand portfolio comprises more than 40 brands: 21 luxury brands such as Pana Dora, Gritti and Widian, distributed through Classic Parfums and The Nose Behind; seven prestige brands such as Baldessarini, J’Elisa and Acqua Colonia Absolue; and 13 lifestyle brands such as s.Oliver, Betty Barclay and Tabac, which are managed within Mäurer & Wirtz. The portfolio ranges from owned brands, fashion licenses and white label products to creator fragrance brands and selected distribution brands.
