How NHL Legend Henrik Lundqvist Made His Foray Into The World Of Luxury Fragrances

Henrik Lundqvist, the legendary goaltender and style icon of the National Hockey League, has added another dimension to his illustrious career. As he prepares to take his place in the Hockey Hall of Fame, Lundqvist launched “Next Chapter,” a luxury fragrance collection in collaboration with the emerging Swedish design brand, Morgan Madison, and accomplished niche perfumer Sfean J.A. The fragrance collection, which debuted on November 2nd alongside the New York Rangers game against the Carolina Hurricanes, represents Lundqvist’s transition into broadcasting and business endeavors. “Next Chapter” comprises two signature scents, Vol. 1 and Vol. 2, and is a harmonious blend of Lundqvist’s elegance, Madison’s design sensibility, and J.A.’s olfactory artistry, creating a unique aroma that caters to individuals seeking creativity, exclusivity, and quality.

Photo Credit: Courtesy of Henrik Lundqvist

The fragrance collection, lovingly bottled by the renowned Swedish glassware brand Orrefors, beautifully encapsulates the duality that has defined Lundqvist’s life for 41 years — the synergy between his Swedish roots and the vibrancy of New York City. The bottle design elegantly reflects both the pristine nature of Scandinavia and the towering skyscrapers of Manhattan, with its play of reflection and edges. With a portion of the sales proceeds benefiting the Henrik Lundqvist Foundation, “Next Chapter” extends its legacy beyond the world of sports and fragrance, leaving an indelible mark on philanthropy as well.

Photo Credit: Courtesy of Henrik Lundqvist

Ahead, Haute Living sat down with Lundqvist to find out the genesis of this collaboration and how he was able to fuse the worlds of sports and luxury scents.

HAUTE LIVING: What initially sparked this unique collaboration?
HENRIK LUNDQVIST: I have thought about making my own scent for a while. Morgan Madison found me at the right time! Since they were working with a higher quality fragrance, it was a good match with what I wanted to do as well. This was never really seen before in sports – high-end niche fragrances.

Photo Credit: Courtesy of Henrik Lundqvist

HL: Can you tell us about the inspiration behind the Next Chapter fragrance collection and how it relates to your transition from your legendary hockey career to your entrepreneurial ventures? 
HL: The inspiration behind Next Chapter was to bring something new to the market while leveraging the brand that I’ve built for myself in hockey both on and off the ice.  The discipline and dedication that I put into my sport transferred over to the business world — and in the process of creating this Next Chapter fragrance — I was able to assess the commercial opportunity, build a product from the ground up, and be a part of all aspects from packaging to promotion.

Photo Credit: Courtesy of Henrik Lundqvist

HL: Next Chapter blends elements of sports and luxury scents, creating a unique niche fragrance category. What was your vision for this fragrance collection, and how did you collaborate with Morgan Madison and Sfean J.A. to bring it to life? 
HL: Just like sports, fragrances can evoke strong emotions and memories.  A well-crafted fragrance has the power to inspire affection, evoke confidence, and create appeal. The process to develop Next Chapter took us between 16-18 months and it was clear to me that Morgan Madison and myself shared the same vision, to create something unique. I really enjoyed the process and I learned a lot.

Photo Credit: Courtesy of Henrik Lundqvist

HL: How would you describe your relationship with fragrance? What would you say your signature scent is?
HL: Fragrance is an essential part of my everyday routine. Even if I always use a fragrance I never had one favorite, this was a great opportunity to create something that was me. I typically use a lighter scent during the day and a heavier one at night. That’s how we came up with 2 scents, Volumes 1 and 2. Different feel for a different occasion.