Elizabeth Arden has bolstered its fragrance business by signing an exclusive agreement with Wildfox Couture to develop and market its own line of fragrance products, and build on the brand’s standing in the fashion industry.
The global prestige beauty products company owns celebrity fragrance brands such as Elizabeth Taylor and Justin Bieber, and has now partnered with the indie vintage-inspired women’s knitwear designer brand as it looks to crack the fragrance world.
“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,” says Robin Mason, Senior Vice President of Global Fragrance Marketing at Elizabeth Arden.
It is a step into the unknown for Wildfox, hence why it is calling on the expertise of Elizabeth Arden to help it out.
The lifestyle brand is based in Los Angeles, the company was founded by musician Jimmy Sommers and Kimberley Gordon.
The brand can be found in select boutiques and department stores. Internationally, Wildfox is distributed in over 30 countries, including UK, France, Spain, Germany, Brazil, Japan, South Korea, Australia, Russia and Taiwan.
The Wildfox fragrance is due to launch in the prestige channel in stores Spring 2015 and will be distributed globally.
The pair continue to develop the brand known for its iconic campaigns and products that tell a story, with a wide range of clothing and accessories; and now fragrances.
“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,” says Wildfox CEO Sommers.