By  on December 22, 2011

MILAN — With an ambitious strategy for worldwide expansionfirmly in place, John Richmond recently launched its third fragrancewith licensee EuroItalia. The women’s eau de toilette, Viva Rock JohnRichmond, is the first of its kind for the brand and just one of the newinitiatives designed to penetrate untapped international markets.Aggressive multibrand expansion in 2012 will include a New York Cityflagship boutique, followed by stores in Moscow and Shanghai.

Distributionof Viva Rock began in mid-October in Italy, at department stores suchas La Rinascente and perfumery chains, and is estimated to hit 1,200domestic doors by the end of this month. The fragrance is currentlylaunching in the Middle East and Eastern Europe. Principal rollout willbegin in 2012, which will reach across the U.S. and the remainder ofEurope before pushing further east. Globally, the fragrance is predictedto reach 8,000 doors.

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