By  on September 14, 2007

French Canadian company Fruits & Passion will launch an aggressive expansion plan over the next few months, opening stores across the U.S. and updating the brand's look with a new logo.

Celebrating its 15th anniversary this year, the company is aiming to open between 50 and 200 U.S. stores in the next three years, according to Guy Hurteau, vice president of Fruits & Passion. Known for its natural products, Fruits & Passion has 1,200 stockkeeping units and 23 collections.

Last week, the company opened a 1,500-square-foot location in the Boston area's Natick Collection mall. The company's only other U.S. store is located in Scottsdale, Ariz. The firm will now focus on the U.S., U.K. and Japanese markets. Following the opening of its first store in the U.K. in Manchester, new stores will debut in Aventura, Fla., and Las Vegas this fall. In early November, the company will expand into Japan with a store in Tokyo. The stores range in size from 750 to 1,400 square feet.

According to industry sources, the Fruits & Passion franchise generates about $125 million in retail sales. In 14 markets worldwide, the company currently has 169 stores, all of which have been recently renovated.

The company also repackaged the entire Fruits & Passion assortment, changing its signature logo to make it more modern.

"We went through a complete branding revamp," said Hurteau. "Since we've been an established brand for the last 15 years, we decided it's time to update the logo and image with new visuals."

The company is also launching two new collections — a men's collection and Trees of Life, a body care collection with fragrances taken from selected trees from around the world. Products retail from $7.50 for the plant-derived soap to $45 for the eau de toilette.

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