Beverly Hills Polo Club and Nirvana Investments form fragrance joint venture to expand global reach

Beverly Hills Polo Club (BHPC) and Nirvana Investments have launched a joint venture to scale the BHPC fragrance portfolio across key international markets. 

The agreement, unveiled at the ongoing TFWA Asia Pacific Exhibition & Conference in Singapore (11-15 May), excludes the USA and its territories. 

Established in 1982, BHPC is a lifestyle brand inspired by the sport polo. Its ‘affordable luxury’ portfolio includes apparel, accessories, leathergoods and fragrances. 

Blue Ocean Fashion Founder Eli Haddad holds the global trademark rights for BHPC, excluding the USA and select Far East markets. Haddad partnered with Ajay Bindroo to lead the development and global growth of the BHPC business. 

Under Bindroo’s leadership, the fragrance portfolio has expanded to 70 countries, with 200 BHPC boutiques and a presence in select travel retail and ecommerce channels. 

The current BHPC fragrance range includes the Prestige and Sport lines, with over 100 stock-keeping units and 20 product innovations in the pipeline. 

Partnering in this joint venture is Nirvana Investments, a global business with experience in developing and managing fragrance portfolios. Nirvana brings operational capability, international distribution networks and expertise in brand development across diverse markets. 

The new joint venture entity, BHPC Fragrance Co., will drive end-to-end strategic development of the BHPC fragrance category – encompassing product innovation, marketing and distribution.  

The partnership combines BHPC’s brand presence in Asia, the Middle East and Africa with Nirvana’s operational infrastructure and market knowledge across Europe, Latin America and other regions.  

BHPC Lifestyle CEO & Managing Partner Ajay Bindroo said, “This joint venture is a pivotal moment in our brand’s fragrance journey.  

“We’ve laid a strong foundation through innovation, agility and a deep understanding of our markets – now with Nirvana, we’re ready to scale with unprecedented speed and reach.”  

Nirvana Investments Chairman Dilesh Mehta remarked, “This is a powerful convergence of brand and capability.  

“Nirvana’s mission has always been to grow iconic fragrance brands with precision and passion. Partnering with BHPC brings that mission to life on a global stage.”