Burberry follows its nose by taking perfume division in-house In a risky shake up that could change the way branded perfume is created for good, Burberry takes it's perfume business in-house. The beauty world will be watching closely over the next few months as fashion house Burberry takes what the analysts are describing as a "potentially costly" move to bring its perfume business in-house. Ending its contract with perfume business Interparfums, the French company also responsible for hugely successful fragrances belonging to Jimmy Choo and Montblanc, Burberry goes where no luxury brand has gone for over ten years by starting up its own fragrance management. READ: Burberry Prorsum spring/summer 2013 show report Controlling brand image is key for Burberry, who under the watchful eye of chief creative officer Christopher Bailey, have kept control of the marketing and design for their fragrances from the get go. The brand recently enjoyed huge publicity around its 'Body' campaign - its biggest fragrance launch to date - fronted by top British model Rosie Huntington-Whiteley . But luxury analysts worry that controlling a niche as specialised as perfume production may be a step too far, "fashion and beauty are different industries," Thomas Chauvet, analyst at Citi told Reuters, particularly as the luxury industry enters a potential global slowdown. IN PICTURES: Burberry spring/summer 2013 It seems the lure of perfume profits, as modelled by fashion houses Chanel and Dior who run their own perfume business, was too tempting for Burberry, who saw their fragrance portfolio grow from 19th to 9th in the US while their profit margins in fashion were falling. READ: Brad Pitt's starring role for Chanel revealed Burberry's fragrances generate in the region of €210 million a year in sales for Interparfums. If those figures are anything to go by, it seems they have their beauty branding and marketing bang on, so maybe when it comes to creating perfume the masters of British style will know just how to work a scent, too.