Desigual, the fast-growing Barcelona-based retailer and wholesaler, is importing its new fragrances into the U.S. with plans for an eventual full-out assault on the beauty category.
Packaged in the wildly colorful motif associated with Desigual, three scents — Sex, Fun and Love — will make their debut in the U.S. early in 2014. The expansion into the 15 American doors follows what Manel Jadraque, chief executive officer of Desigual, called a “very successful” launch in November in Spain.
Jadraque added fragrance is the “first step” into a full-color presence, especially nail lacquers, to complement the bold hues and patterns featured in the apparel and home collection to build multiple sales transactions.
“Today we know having a perfume makes the brand more complete,” said Jadraque. “We know [fragrance] is highly competitive and only 10 percent succeed, but we think we are doing something brand new and breaking rules. Our brand is an attitude.”
To ensure Desigual has the right juice, each fragrance was created with a proven resource — Sex by Daphne Bugey, known for Kenzo and Issey Miyake; Fun by Christophe Raynaud, who was behind Guerlain and Paco Rabanne, and Love by Fabrice Pellegrin, a well-known collaborator on hits such as Diesel and Jo Malone.
Each bottle is designed with a collage of colors in a “galactic ball” shape. The three fragrances are available in 1-oz., 1.7-oz. and 3.4-oz. versions. All retail for less than $80.
The total Desigual brand is on track to generate $1 billion in global sales in 2013. Its products span women’s, men’s, children’s, accessories, footwear and home, and are carried in 347 Desigual stores worldwide and in 11,000 wholesale doors. In the U.S., the brand is also featured in department stores such as Bloomingdale’s and Lord & Taylor.
Desigual entered the U.S. in 2009, and that business, which became profitable in 2012, is expected to produce upwards of $60 million in sales when tallied for 2013. The U.S. volume is equally split between its retail and wholesale operation. The company’s goal is to accelerate U.S. growth, especially with freestanding stores. Five more units are on the docket to open in American by 2015.
Yesterday, the Parisian fashion house @azzaro_official cut the ribbon on a temeporary retrospective at the wing of the Musée des Arts Décoratifs in Paris. The exhibition, which shows the lasting influence of the brand’s founder Loris Azzaro, is titled “Azzaro, Fifty Sparkling Years” and presents 50 looks. In it’s ’70s heyday, fans of the brand included Jane Birkin, pictured here, Raquel Welch, Brigitte Bardot and more. See more photos on WWD.com #wwdfashion
@trinaturk and @macys Inc International Concepts line are linking up on a collection for summer — filled with accessories, swimwear and shoes. The collection will also include a Mr Turk men’s line, both of which are the designer’s first entry into a more accessibly priced area. “It’s very world-traveler, gypset-inspired,” said Turk. The Trina Turk x INC line will launch on May 15th. #wwdfashion
Assouline is paying homage to the late Azzedine Alaïa with a reprint of "Alaïa Livre de Collection.” The book is comprised of photographs of the designer's summer 1992 runway show with models Christy Turlington Burns, Naomi Campbell and Tyra Banks, pictured here at right. #wwdfashion #alaia #tyrabanks
Fall 2018 accessories take on a painterly hue, with Nebulas Blue among Pantone’s top 10 colors of the season. (📸: @jonghyupstudio ; editor: @twallz21 ; stylist and set designer: @haideefindlaylevin ) #wwdaccessories
@americanapparelusa is relaunching the brand outside of the U.S. today, opening its online store to more than 200 countries. The company is also contemplating a return to brick-and-mortar, though details have not been confirmed. In tandem with the expanded distribution is a recasting of a social media ad campagn, called “Back to Basics,” pictured here, with a focus on diversity and a cast of models above the age of 21. Read more on WWD.com #wwdnews #wwdfashion
Exclusive: @britneyspears is continuing to expand her brand. The pop icon, who appears in @kenzo ’s latest campaign, is partnering with Epic Rights to launch a line of branded merchandise. Read @hernameislex ‘s story, link in bio. #wwdnews #britneyspears
The Duchess of Cambridge channeled Princess Diana’s look upon giving birth to Prince Harry, when she and the Duke of Cambridge departed the hospital with the new baby Prince this afternoon in London. #wwdeye #princeofcambridge
The new Prince of Cambridge has arrived! The Duke and Duchess of Cambridge posed with the 8-pound newborn. She wore a look from one of her go-to designers, @jennypackham. Tap link in bio for more. #wwdeye #princeofcambridge