Parlux to make fragrance for Ed Hardy

by Grant Osborne, 04 February 2007

Parlux Fragrances has announced today the signing of a non-binding letter of intent to launch fragrances under the Ed Hardy brand name. The letter of intent is subject to the execution of a definitive license agreement. The parties anticipate launching the fragrance before the end of 2007.

Upon signing, Henry Mandell, President of Nervous Tattoo, Inc., licensee of Ed Hardy stated, "We are delighted to have such an accomplished company as Parlux Fragrances working with us to bring Ed Hardy fragrances to market." Mandell continued, "Ed Hardy is more than an apparel line. It is a lifestyle brand that is fun, edgy and expresses attitude. The fragrance category perfectly complements Ed Hardy clothing and accessories and this exciting category and our respected distribution strength will no doubt further enhance the Ed Hardy experience."

Ilia Lekach, Chairman and CEO of Parlux added, "Ed Hardy is a fantastic global brand with an exciting vibe and amazing designs that make everything they create stand out from anything else on the market. It perfectly targets our audience. I believe that the Ed Hardy organization has many synergies with our company and an Ed Hardy fragrance will be a terrific addition to the Parlux family of brands."

Parlux Fragrances holds licenses for fragrances by Paris Hilton, GUESS?, XOXO, Ocean Pacific (OP), Maria Sharapova, Andy Roddick, babyGund and Fred Hayman Beverly Hills. Until recently, Parlux also held licensing rights to Perry Ellis.

Categories: Licensing, Parlux

Got News? Let Us Know!

Parlux to make fragrance for Ed Hardy

Editorial

Posts

Fragrances