WHO: Creed was established in 1760, first as a tailoring house, and later a fragrance house, producing more than 200 perfumes, including the cult fragrance Aventus, Viking, Himalaya, and Green Irish Tweed. Based in Paris, with a factory in nearby Fontainebleau, Creed manufactures many of its own essences using a traditional infusion technique that enables Creed to maintain the quality and authenticity of its fragrances.

LTPC is backed by the investment firm BlackRock Inc., the world’s largest money manager that started the private equity fund in 2018 with the goal of raising $12 billion to buy all or part of companies. LTPC is part of BlackRock’s effort to build up its business in alternative assets.

Javier Ferrán is Chairman of Diageo and spent more than 20 years at Bacardi, ultimately serving as President and Chief Executive Officer. He was previously President of Bacardi EMEA and serves on the board of directors of companies including Coca-Cola European Partners.