Fragrance and beauty products company Elizabeth Arden has announced that its wholly owned subsidiary, Elizabeth Arden, International has entered into an exclusive licensing agreement with male 'lifestyle' products company Gant to manufacture and distribute its fragrances and associated products.
The arrangement will come into effect on 1 July 2003 and, according to a statement from Elizabeth Arden, the first line of products to be launched by Elizabeth Arden under the Gant brand name will be focused on the rapidly growing market for men, although a brand expansion is planned for spring 2004 to also include women.
For the men's line, a fragrance is planned for launch in the autumn of 2004 and the company says it anticipates that this launch will be rapidly followed by the introduction of a range of new products. 'This unique Gant line for men will represent a very significant addition to Elizabeth Arden's International men's fragrances portfolio' continued the statement.
Commenting on the deal, Elizabeth Arden said it would strive to develop, manufacture and market Gant fragrances and associated products and aimed to remain true to the high quality and global vision of the Gant brand.
GANT fragrance and related products will be distributed to selected prestige department stores and perfumeries as well as in Gant's 154 freestanding stores world-wide.
"We are very pleased about this new alliance. It means a new start for us," said Arthur Engel, CEO of Gant. "Elizabeth Arden's global distribution capabilities will guarantee a truly global expansion for Gant fragrance and related products. By marrying Gant's strong brand image with Elizabeth Arden's expertise, we will be able to capitalise on our combined strengths."
Jacques Steffens, senior vice president and general manager of Elizabeth Arden, International added: "This new relationship is furthering our strategy to continue to develop our worldwide prestige fragrance franchise. Gant's strong brand image, its heritage and the ambition of its team provide a perfect fit with Elizabeth Arden's expertise in the development and marketing of prestige fragrance products, its business goals and culture."
He concluded by saying that Elizabeth Arden is convinced that it will create a range of products which will not only complement its strategy but will meet the needs of both its customers and consumers.