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The Donald Trumps Competitors at Macy’s

NEW YORK — Donald Trump is proving to be an ace at retail. <BR><BR>With a success that’s likely to lead to many more sales associates hearing “You’re hired,” Trump’s product lines showed Macy’s Herald Square...

NEW YORK — Donald Trump is proving to be an ace at retail.

With a success that’s likely to lead to many more sales associates hearing “You’re hired,” Trump’s product lines showed Macy’s Herald Square the money Wednesday. More than 300 consumers turned out to hear the businessman’s perspective — organized by his suit partner, the Marcraft Group — on several of his licensed products, including his new men’s scent and his new suit line. (Also parked nearby: Trump talking dolls, board games and books.) According to industry sources, the night netted $5,000 in fragrance sales alone.

Even Federated chief Terry Lundgren joined the masses, clad in black tie. “I know it’s not formal,” said Lundgren, who was on his way to a charity benefit, “but I couldn’t miss the chance to introduce my friend and golf partner Donald Trump.”

Trump, not known for making small plans, gave WWD an uncharacteristically understated perspective on his scent’s sales potential: “We’re all going to do well,” he said of his fragrance partner, the Estée Lauder Cos., and Federated. Make that really well: Lauder chief executive officer William Lauder has said he has aspirations of making the scent of Trump a $100 million-plus business. The eponymous fragrance began hitting department store counters — in about 450 Macy’s, Bloomingdale’s and Marshall Field’s doors — about 10 days ago.

Marcraft president Gary Brody was equally excited about the suit’s sales, noting that more than 50 of the $500 suits were sold during the event, amounting to $25,000. “We’re off to a great start,” said Brody of the line.

For his part, Trump plans to continue spreading his fragrance philosophy at a series of personal appearances nationwide. Next stop, Chicago: The Donald will showcase his fragrance at Marshall Field’s State Street store on Tuesday.

This story first appeared in the December 3, 2004 issue of WWD.  Subscribe Today.