Coach is expanding its fragrance distribution.
This story first appeared in the March 5, 2010 issue of WWD. Subscribe Today.
The accessories giant, which launched its first eponymous fragrance in March 2007 in its own doors only, is rolling out that scent to about 1,400 department and specialty store doors in North America, including selected Bloomingdale’s, Nordstrom, Macy’s, Dillard’s, Lord & Taylor, Von Maur, Bon-Ton, Belk and Sephora units in the U.S. The effort begins this month.
The launch will be supported by an integrated marketing and communications campaign, including widespread national print and web efforts, noted Veronique Gabai-Pinsky, global brand president, Aramis & Designer Fragrances, BeautyBank and IdeaBank at the Estée Lauder Cos, Coach’s fragrance licensee.
“We’ve handled the brand very carefully and steadily since its launch, allowing it to incubate at its own pace,” noted Gabai-Pinsky. “We’ve always been in this business for the long haul, and it’s time to expand its reach.”
This fall, the brand will enter global markets, beginning with Asia, and will also enter travel retail doors.