HL Perfumes by Morgan Madison

HL Perfumes by Morgan Madison is a Swedish niche fragrance line created by the lifestyle brand Morgan Madison together with the former NHL goaltender Henrik Lundqvist. The "HL" stands for Henrik Lundqvist, and the line carries the name Next Chapter — a reference to the phase of Lundqvist's life after his hockey career and ahead of his Hockey Hall of Fame induction in the Class of 2023. The line launched on 21 September 2023 in Sweden and the United States [10], with a public event held on 2 November 2023 at Madison Square Garden during a New York Rangers game against the Carolina Hurricanes.

The fragrances are owned and produced by Morgan Madison AB, based in Helsingborg, Sweden [5]. The brand remains active: as of mid-2026 the products are listed and in stock through the company's Swedish store and Nordic retailers, though the parent brand's US webstore was under construction at that time.

Morgan Madison itself was founded in 2019 by Annika Hansson in Helsingborg, and describes itself as a lifestyle brand inspired by interior design and personal fragrances, with the name honouring The Morgans hotel on Madison Avenue in New York [9]. The HL Perfumes line is a later sub-line: its founding year is best dated to 2023, the launch of Next Chapter [10], distinct from the parent brand's 2019 founding [9].

According to the company, the collaboration began when Lundqvist was entering a new chapter after retirement and Morgan Madison's brand manager, Annika Hansson, approached him about creating a fragrance. Lundqvist had considered making his own scent for some time; in his words, "Morgan Madison found me at the right time" [8]. The creative process took 16 to 18 months and produced two perfumes, Next Chapter Vol. 1 and Vol. 2.

The line centres on two eau de parfum releases sold in 70 ml bottles, together with a smaller solid perfume. Vol. 1 opens on grapefruit, pineapple, bergamot and nutmeg, moving through cashmere wood, white pepper and amber to a base of vanilla, oakmoss and rose. Vol. 2 is built around pepper and bergamot over patchouli, vetiver and ginger, finishing on cedar and amber; the company describes it as inspired by the atmosphere of New York. The two liquid perfumes are made in Sweden, while the Solid Perfume Vol. 1 is made in France.

A defining feature is the bottle, designed by the Swedish crystal house Orrefors (established 1898) from its "City" collection by designer Martti Rytkönen, whose lines were inspired by New York light and architecture. The brand-site notes a black cork detailed with hockey-puck-style grooves, tying the object back to Lundqvist. The fragrances were developed with a Swedish niche perfumer of Middle Eastern background; the perfumer's name appears in two spellings across the brand's own material — "Sfean J.A." on the press release and product communication [10], and "Sufian J.A." on the brand's one-on-one interview page [3]. The two are most likely the same person.

Morgan Madison positions the line as limited-edition niche fragrance rather than mass production. The company frames its aim as "nothing short of perfection" and says it favours "a more heartfelt, passionate approach" over mass output [1]. Brand manager Annika Hansson summed up the intent as creating "niche fragrances that encapsulate excellence" [10]. The concept draws on the contrast between Lundqvist's Swedish roots and his years in New York, a duality the company maps onto the two volumes.

The fragrances sit at a high price point — each of the signature scents was reported at 230 US dollars at launch [8] — and have been distributed through select Neiman Marcus locations, Madison Square Garden in New York and Orrefors' own channels, alongside Swedish retailers including Lyko and Stenströms and the brand's own store.

The launch drew coverage in the luxury lifestyle title Haute Living, which in January 2024 ran a feature on the collaboration and its 16-to-18-month development [8]. The collection was also documented in a September 2023 press release distributed via Newswire covering the Orrefors partnership and launch date [10], and the two volumes are listed on the fragrance community site Fragrantica. Lundqvist characterised the project as something new for his field, saying high-end niche fragrances of this kind had "never really been seen before in sports" [8].

A portion of revenue supports the Henrik Lundqvist Foundation, established by Lundqvist and his wife Therese to support children's education and healthcare. The parent company also states that it offsets shipping emissions through sustainability projects.

The line is active. Its most recent documented activity is the Haute Living feature of January 2024, with the three products still listed and in stock through the company's Swedish store and Nordic retailers as of mid-2026. The parent brand Morgan Madison, founded in 2019, continues to operate; at the time of writing its US webstore was under construction while the Swedish store carried all three releases.