Parlux ups Paris Hilton launch

Related tags Perfume Paris hilton

Florida-based fragrance firm Parlux Fragrances doubles the initial
doors for the soft launch of its perfume signed by the fashionist
Paris Hilton.

The company​ said it had the limited distribution slated for the upcoming holiday season in the US had been expanded to cover retailer demand.

"The response to our recent presentations of the Paris Hilton fragrance to the US department store market has been better than expected. A soft launch, originally scheduled for this November in 250 to 500 doors, is now scheduled for over 1,000 doors and increasing with each presentation,"​ said David Schwanz, vice president of domestic sales for Parlux.

The Florida firm reported a sales lift of 12 per cent for the year ended 31 March, to $80.6 million (€64.9m) on the launch of "Perry m", "Perry f", and "360 Red" for men and women under the Perry Ellis line of fragrances. In total the Perry Ellis brand pulled in sales $68.0 million for the period, up from $57.4 million for the previous year.

The launch of Ocean Pacific for men and women also resulted in an increase in total Ocean Pacific brand gross sales of $3.4 million.

Both rises offset the loss in sales of the Animale and FHBH brand products.

Related topics Market Trends Fragrance

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