MILAN -- Fueled by the surprising sales of the first Bulgari fragrance, Eau Parfumee, the Rome-based fine jewelry house has launched a second women's scent, called simply Bulgari.
According to Francesco Trapani, chief executive officer, retail sales for the high-end unisex Eau Parfumee topped $2.9 million (5 billion lire at current exchange rates) in 1993. And the scent is only available in Bulgari's 35 worldwide signature boutiques.
For the Bulgari launch in February, the jewelry house broadened the distribution to 400 selective perfumery stores in Italy.
The fragrance is expected to roll out to the U.S. in September and, once the distribution is completed, it will have 400 doors between department stores and exclusive sales points.
As reported, Fragrances Exclusive, a division of Chanel, will be the North American distributor.
Jean Hoehn Zimmerman, senior vice president of sales and marketing at Chanel, said the fragrance will be sold in Bulgari's eight U.S. boutiques, as well as in 40 to 50 specialty store doors.
While neither executive provided sales figures, industry sources estimate Bulgari could have retail sales of $1 million to $2 million in its first six or eight months on North American shelves.
The line includes a 15-ml. parfum at $110 (190,000 lire), a 7.5-ml. parfum spray bottle at $82 (140,000 lire) and 50-ml. and 100-ml eau de parfums in splash and spray versions, priced between $50 (85,000 lire) and $85 (145,000 lire).
The scent, which is fresh and flowery, includes notes of Italian bergamot, Brazilian rose wood, violet, iris, orange blossom, musk and vetiver, among others.
The flacon is a cleanly cut frosted glass bottle with a gold metal cap.
Bulgari's future plans include a full-range bath line for the Bulgari scent, due out in September, and a signature men's fragrance scheduled for the beginning of next year, Trapani said.
He noted that the company will invest $1.8 million (3 billion lire) in advertising.
"Part of it will be used for print ad campaigns, while the rest will go to train and inform the salespeople about the philosophy, traditions, goals and history of Bulgari," explained Trapani. "We have invested a lot of money and time in our fragrance business. We don't have licensing contracts, but a company called Bulgari Parfums S.A., based in Neuchatel, Switzerland, was created for production, design and distribution of the Bulgari fragrances."
Supermodel @helenachristensen teamed up with longtime friend and designer @camillastaerk on a joint @paredeyewear collaboration. The lineup features three styles and 11 offerings, all of which embody a vintage feel. Get all the details on how they celebrated the collab on WWD.com. #wwdaccessories #wwdeye (📷: @slovekinpics)
“It’s a hard industry to keep motivated, as well, so finding different subjects and people is what makes it worth it – when you’re like, oh, I’ve met great people, I feel like I’ve done something good, and I feel proud of having done this,” said French actress Stacy Martin on being grateful for the variety of roles she’s take on. Read @ktauer’s full interview with Martin on her her latest film “Godard Mon Amour.” #wwdeye (📷: @danieldorsa)
After showing in front of the Eiffel Tower for his last two women’s ready-to-wear collection, it looks like @anthonyvaccarello may be heading to the Big Apple. Sources say the designer will stage his next @ysl show in NYC on June 6. Get all the details on WWD.com. #wwdnews #wwdfashion (📷: @aitorrosasphoto)
EXCLUSIVE: Two and half months after John Targon, cofounder and codesigner of Baja East, was hired as creative director of the contemporary division at Marc Jacobs, he has left the company, WWD has learned. Marc Jacobs International, which is owned by LVMH Moët Hennessy Louis Vuitton, confirmed Targon’s departure in a statement: “John Targon is a talented designer and we appreciate the work he has done here. Ultimately working together did not make sense for the brand and we wish him the best.” Read the story by @jessiredale, link in bio. #wwdnews
@theluxurycollection is officially launching a collection, tapping Sofia Sanchez de Betak for the capsule. Over 30 styles will be featured in the Chufy x The Luxury Collection, debuting next month at Bergdorf Goodman, The Webster, FiveStory and more. De Betak, known as “@chufy,” drew inspiration for the collection from her trips to Japan in the past year #wwdfashion
@lhd, founder and CEO of @thewebster, has teamed up with @lebonmarcherivegauche for the European launch of her ready-to-wear line, LHD. The launch will come with an exclusive pop-up opening today that’s set to run through May 20. Located on the second floor, it carries her debut Miami-themed resort collection, launched in November as see-now-buy-now. #wwdfashion