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Gant will launch a new men’s fragrance called Gant on Nov. 1. It will be the first fragrance distributed in-house by the Swedish sportswear brand since it ended a license agreement with Elizabeth Arden Inc. in February 2010.
This story first appeared in the October 21, 2011 issue of WWD. Subscribe Today.
The product will launch in 250 Gant stores in 26 countries, mostly in Europe, as well as markets like the Philippines, South Africa and Tunisia. In the U.S., the fragrance will be available in Gant’s four stores, three of which are in New York and one in New Haven, Conn. Worldwide there are more than 600 freestanding Gant stores, with some of them to stock the fragrance at a later date.
“We started a process several years ago of reevaluating our licenses to confirm and elevate the brand,” said Dirk-Jan Stoppelenburg, chief executive officer of Gant AB, of the company’s decision to develop its own fragrance business.
The new Gant juice was created by Pierre Wulff and Jerome Epinette of Robertet SA, the Grasse, France-based aromatics supplier. The scent is meant to convey the fresh and airy sense of the ocean, melded with the dark woods and tar smells of nineteenth century clipper ships. Top notes include Calabria lemon, coriander and Madagascar cinnamon bark; mid notes encompass Provence lavender, White Virginian cedar and marine accords; base notes are suede, Australian sandalwood, North African cypress and black amber.
“If you wear this fragrance, no one will mistake it for something else. People will ask what it is,” said Wulff.
The bottle was designed by Pierre Dinand, who has fashioned some of the most iconic flacons of recent decades, including Yves Saint Laurent Opium, Calvin Klein Obsession, Calvin Klein Eternity, Paco Rabanne Pour Homme and Dolce & Gabbana Light Blue. A basket-weave motif is etched onto deep blue glass, evoking the wicker baskets used by cargo ships in past centuries to transport delicate objects. The cap is made from Bakelite.
The fragrance is available in a 50-ml. bottle for $65 and a 100-ml. version for $89.50. A free tester comes in an unusually large 15-ml. size with a pump spray. Beginning Nov. 1, all Gant apparel and accessories orders on the gant.com e-commerce site will ship with the free tester bottle.
Gant expects to move about 100,000 to 150,000 bottles of the fragrance in the first year, which could have retail volume of up to $13 million.
For the launch, the fragrance will be prominently displayed in the windows of Gant stores as well as in lighted displays inside.
Previous Gant fragrances with Elizabeth Arden included Gant Silver, Gant Liquid and Gant Summer, which are no longer on the market.
Total Gant sales in the U.S. are up more than 40 percent this year over 2010, according to David Arbuthnot, ceo of Gant USA. The company plans to open new stores in Boston and Georgetown, Va. in 2012, he added.