Firmenich, the world’s largest privately-owned fragrance and taste company, is proud to announce a new strategic partnership with HARMAY, a leading new retail brand in China. Under the agreement, Firmenich and HARMAY will join forces to contribute to the development of the Fine Fragrance category in China, by leveraging their respective capabilities to support the development of new fragrance brands, concepts, experiences and models. “As a world leader in fine fragrance, Firmenich is focused on leading the transformation of this industry and creating trends to future-proof the business,” said Ilaria Resta, President, Global Perfumery, Firmenich. “After more than 30 years of successful operations in China, this partnership with HARMAY serves as a significant enhancement to our capabilities in China and fortifies our ambitions as the partner of choice in the Chinese market.” Founded in 2008, HARMAY is China’s premier global beauty collection store, a warehouse-based aesthetic new retail brand with a strong Generation Z customer base. The brand has become synonymous with art and culture in China by offering premium beauty, skincare, fragrance and lifestyle products through its online and offline stores. All of its offline stores feature innovative designs and have gained a loyal following for their unique consumer experience.