Tommy Bahama heads into fragrances

- Last updated on GMT

Related tags: Perfume, License

US publicly listed firm Oxford Industries has signed up five new
licensing agreements for its Tommy Bahama brand, marking the next
step in the lifestyle company's controlled brand extension.

Already established as a brand for the swimwear, footwear, accessories, home furnishings and decor categories, Tommy Bahama now has license agreements that will launch it into fragrance, as well as handbags, eyewear, ceiling fans and sailing yachts.

"We have always seen licensing as an excellent way to present our vision of the Tommy Bahama lifestyle in products that are outside our area of expertise,"​ said Tony Margolis, chief executive of Oxford's Tommy Bahama group. "These partnerships will extend our brand in a smart and complementary way and we are excited to develop new points of contact with the lives of our consumers."

Taking up the cosmetics mantle is newly formed Gemini Cosmetics that has been granted the license to develop a line of Tommy Bahama men's and women's fine fragrance products, scheduled to debut for Spring 2005.

The signature line will consist of women's eau de parfums as well as men's colognes and ancillary products and will be available for preview in October 2004.

The Tommy Bahama fragrance introduction is the first venture for Gemini Cosmetics, established this year by Neil Katz and Robert Rumsby, both most recently executives at Liz Claiborne Cosmetics.

The other new licenses are: handbags with Accessory Design Holdings; eyewear with Altair Eyewear; ceiling fans with Emerson Fans; sailing yachts with Beneteau USA.

Related topics: Market Trends, Fragrance

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