New York--Tiffany & Co. has extended the life of its sales and marketing partnership with Elsa Peretti for 20 years, Securities and Exchange Commission filings show.
The deal pays the 72-year-old Italian jewelry designer $47.3 million plus annual royalties for continuing use of her trademarked jewelry and other products, and requires that Tiffany reduce prices on Peretti products by 20 percent so as to achieve overall average gross margins of no more than 50 percent, with Peretti’s personal opinion on pricing to be given “due consideration,” the SEC filing states.
Tiffany must display the licensed Peretti products in its stores and devote a portion of its advertising budget to the line. The new agreement also prods Tiffany to stock more of Peretti’s non-jewelry licensed products, such as tableware. The inventory value of non-jewelry licensed products averaged about $4 million over the previous five years, according to the filing.
In addition, Peretti has the right to terminate the new agreement should any “change of control” occur at Tiffany & Co., which includes a sale, transfer or other disposition of the company’s assets.
The new agreement was finalized on Dec. 27 and extends a partnership that has been in place since 1974. Tiffany remains the sole licensee for the intellectual property rights necessary to sell Peretti’s trademarked jewelry and other products.
Back in May, it appeared the long-standing relationship might come to an end, however, as SEC filings showed that the two parties were unable to agree on a price for Tiffany to buy Peretti’s intellectual property rights.
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