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Elizabeth Arden Teams with Indie Fashion Brand Wildfox Couture for New Scent Deal
Posted: May 29, 2014
Elizabeth Arden, Inc. announced it has signed an exclusive agreement with Wildfox Couture, an indie, vintage-inspired women’s knitwear designer brand, to develop and market its own line of fragrance products.
“Partnering with Wildfox is an opportunity for us to expand our designer fragrance portfolio with a fast-growing fashion brand that has a strong point of view and an incredible ability to relate to the young, fashion-forward consumer,” said Robin Mason, senior vice president of global fragrance marketing at Elizabeth Arden.
Based in Los Angeles, musician Jimmy Sommers, CEO and co-founder of Wildfox, along with the creative direction of co-founding partner Kimberley Gordon, continue to develop this lifestyle brand known for its iconic campaigns, dreamlike quality and products that tell a story, with a wide range of clothing and accessories. The brand can be found in select boutiques and department stores. Internationally, Wildfox is distributed in over 30 countries, including the U.K., France, Spain, Germany, Brazil, Japan, South Korea, Australia, Russia and Taiwan. The Wildfox fragrance is due to launch in the prestige channel in stores in spring 2015 and will be distributed globally.
“We felt the natural next step for the Wildfox brand was to expand into fragrance, and we immediately looked to Elizabeth Arden. We are thrilled to partner with such an entrepreneurial team to leverage their expertise, creativity and strong global platform,” said Wildfox CEO Sommers.