had increased to 100 by the end of 2020, with revenues estimated to be €500m in 2020. McQ On 27 July 2006, the company launched a lower-priced diffusion line McQ. The new line carries men's and women's ready-to-wear and accessories, was exclusively designed by Lee Alexander McQueen, manufactured and distributed worldwide by SINV SpA under the terms of a five-year licence agreement with Alexander McQueen. Promoted as a denim line, the focus of McQ is a youthful target market. The Spring/Summer 2011 was the final collection in collaboration with SINV SpA. Pina Ferlisi was appointed as the creative director for the line in June 2010. Following the expiration of the contract with SINV SpA with the Spring/Summer 2011 collection, the brand announced on 11 October 2010 that it would take control of the McQ diffusion line by creating a new internal team with the creative direction of Pina Ferlisi, under the leadership of Alexander McQueen creative director Sarah Burton. For the first campaign for the re-acquired line, photographer Niall O'Brien collaborated with McQ by driving across the American Northwest capturing images, which evoked the McQ attitude. In August 2011, the company announced it would launch its first McQ standalone boutique in London in 2012. In November 2011, it announced that McQ would be presented at London Fashion Week for the first time in February 2012, and that the new four-storey Georgian townhouse boutique will stock womenswear, menswear, and accessories. Collaborations Between 1996 and 2001, Alexander McQueen collaborated with jeweller Shaun Leane on bespoke jewellery pieces for the catwalk presentations. In January 2003, Alexander McQueen collaborated with perfumer Jacques Cavallier to launch his first fragrance Kingdom, which was launched on the designer's birthday 17 March. A limited edition version of the fragrance was launched in 2004. The company launched its second fragrance, My Queen three years later in 2006. On 10 October 2003, Alexander McQueen collaborated with Michael Clark to stage the Spring 2004 collection. On 15 October 2003, Alexander McQueen collaborated with Björk at Fashion Rocks where the Fall 2003 collection was presented at the Royal Albert Hall. In 2004, Alexander McQueen collaborated with Safilo via a licensing deal to launch an eyewear range. The 2010 collection featured the house's trademark skull detail. The same year, the company collaborated with American Express to launch a limited-edition version of its ultra-exclusive Centurion Card. The card is available by invitation only to