Arden acquire licenses for True Religion, BCBG Max Azria and Ed Hardy from New Wave fragrances

01st June, 2012

Elizabeth Arden Inc announced yesterday that it has acquired the fragrance license portfolio from New Wave Fragrances which include True Religion, BCBG Max Azria and Ed Hardy.

Originally introduced in 2008 and inspired by the tattoo art of Don Ed Hardy, the Ed Hardy fragrance portfolio has expanded and now also includes the Love & Luck, Hearts & Daggers and Ed Hardy Born Wild men's and women's fragrances. The True Religion fragrance launched in U.S. department stores in October 2008 and has now expanded to a portfolio of brands, and the BCBGMAXAZRIA women's fragrance debuted successfully in the fall of 2011 at U.S. department stores (Though previously the company had also launched a line in partnership with Unilever in 2003).

The fragrance brands join Arden's portfolio which also include John Varvatos, Britney Spears and Halston.

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    • Profumo Saggio | 1st June 2012 12:30

      Happy now that I already own all the Ed Hardy fragrances I want and True Religion Drifter before EA gets a crack at reformulation.

    • MFfan310 | 1st June 2012 21:14

      I know a vendor rep for Elizabeth Arden Fragrances here, and her son was a vendor rep for New Wave during peak periods.

      That said, I hope Arden offers jobs to the New Wave reps.

    • vmarshmellow | 5th June 2012 01:48

      Well that explains why suddenly I'm finding Ed Hardy Fragrances at the Elizabeth Arden Warehouse outlet.