By  on February 25, 2005

NEW YORK — It started with a line of suits and a men’s fragrance — and now Donald Trump can fill an entire closet, thanks to a series of licensing deals. There are so many products, in fact, that Macy’s East plans on staging an entire Trump men’s fashion show on March 16 in its Herald Square flagship.

Trump, the real estate tycoon, has turned into Trump, the gonzo merch machine. He has become a walking brand laden with armloads of Trump-label merchandise. Among the latest deals: men’s dress shirts with Phillips-Van Heusen Corp., men’s cuff links and other furnishings with the Vendome division of K&M Associates, neckwear with Randa Corp., socks with Paul Lavitt Mills Inc., sunglasses and optical glasses with Eye Wear Designs Ltd. and watches with E. Gluck. The latest deal is for loungewear with JR United Industries Inc., according to Cathy Hoffman Glosser, Trump’s vice president of licensing, who said there are also deals pending concerning luggage, top coats and even candy.

These are agreements that previously had been mentioned as possibilities, and they follow last fall’s foray into men’s fragrance with the Estée Lauder Cos. and men’s suits with Marcraft Apparel Group. Tucked into a distant corner of Donald world there’s even a board game, a talking doll [now on sale at Macy’s for $13.99], and two best-selling books.

Despite a stony silence from the company, reports have been circulating that Lauder is at work expanding the initial 3.4-oz. eau de toilette into an entire men’s line totaling about five stockkeeping units, including an after shave and a 1.7-oz. eau de toilette. In addition, Lauder executives reportedly have been “brainstorming” about other possible applications, even a Trump women’s fragrance — though no decision seems to have been made.

Considering that the distribution for the fragrance initially reached only 400 doors and didn’t even hit counter until mid-November, the December sales volume of somewhat less than $10 million was seen by some as a promising beginning. “We are encouraged,” said one executive. “We know we have work ahead of us to build the brand.”

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