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Parlux Enters Letter of Intent for ED HARDY Fragrances
Posted: February 5, 2007Parlux Fragrances, Inc. announced 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.
"We are delighted to have such an accomplished company as Parlux Fragrances working with us to bring ED HARDY fragrances to market," said Henry Mandell, president, Nervous Tattoo, Inc., licensee of ED HARDY. "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."
"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," said Ilia Lekach, chairman and CEO, Parlux. "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."