Lilly Pulitzer, known for colorful and bold prints, is hoping to find green in the scent market.
The King of Prussia, Pa.-based bastion of preppy chic has signed a licensing agreement with Old Greenwich, Conn.-based PulsePoints LLC, which will bring Pulitzer-branded fragrances to stores this fall.
"We've wanted to do a fragrance for a long time," said James Bradbeer Jr., president of Lilly Pulitzer. "It is an important move for the brand and we see it as our anchor in beauty. PulsePoints just got it. This is not a mass play. Being niche is in PulsePoints' DNA, which made them the perfect partner for us."
"There is a loyalty and a love of the Lilly Pulitzer brand that is so sincere in its customer base," said Alison Farn, chief executive officer of PulsePoints, which is a joint venture between Gary Farn Ltd., the sales and marketing firm, and Mane, the fragrance and flavor supplier. "The brand is iconic and it has always been true to its vision — a fun, energetic celebration of the Palm Beach lifestyle. We've admired the brand for a long time as customers, and respect its core values."
The aim is to create a wardrobe of scents for the initial launch, instead of following the industry norm of introducing one at a time. In addition to fragrances, product categories are expected to include bath, body and home items. "There are lots of fragrances out there, but we have such clarity in the brand and feel we can provide an authentic difference," said Bradbeer. "Our job is to delight the customer, to be innovative. We're not just in the basic business, so to do it like every one else doesn't make sense. We come from a juice stand [where Pulitzer began the business in the late Fifties] and we are very much about clear, vibrant, beautiful colors and happy prints, and we plan to show that with the product assortment."
The first fruits of the agreement are expected to enter Lilly Pulitzer's 18 corporate-owned stores and 75 Lilly Pulitzer Via Shops (formerly Signature Stores), which are independent retailers with Pulitzer assortments of 90 percent or more, in November. Broader distribution is expected in spring 2009, likely to specialty stores, which carry the apparel line.Both Farn and Bradbeer noted that the spring 2009 distribution strategy is not yet set. However, if the fragrance mirrors the apparel distribution, it could go into stores such as Bloomingdale's, Saks Fifth Avenue, Nordstrom, Neiman Marcus and Lord & Taylor. All carry the women's apparel line.
Pulitzer first tiptoed into beauty with makeup bags in the summer of 2006, with designs by Janie Schoenborn, the former owner of Buzz by Jane Fox and now a Pulitzer executive. "That business has been strong since the start," said Bradbeer.
The Pulitzer agreement is the second fragrance project for PulsePoints, which was formed last year. The first, Judith Leiber, hit counters in September.
"PulsePoints has been a great venture for us," said Farn. "It strengthens Gary Farn Ltd. in the marketplace as a quality distributor of niche beauty products and allows us to build brands. That's something Gary Farn has always done, but we now have a more active role in creating fragrances. We're looking for opportunities which are unique and have a distinct positioning, as Lilly Pulitzer does."
As Farn told WWD when PulsePoints was formed: "We're thinking long-term. What's best for Gary Farn — distribution, [which] changes, or having an equity relationship with a brand? This is a huge part of building our future."
Lilly Pulitzer has several other licensed businesses. The company signed an eyewear deal with Kenmark Group in July and an innerwear license with Carole Hochman Design Group in May.
There'll be no rest for those headed to Europe for men's, as Paris just closed the gap with Milan. According to a provisional calendar released by the Chambre Syndicale, Paris Men's Week will now open a day earlier on January 16. See new highlights on the official lineup on WWD.com. #wwdnews #wwdfashion (📷: @kukukuba)
BREAKING: Jonathan Saunders is leaving @DVF. The designer has resigned from his position as chief creative officer of Diane von Furstenberg, the company said in a statement on Friday. At the time of his hire, von Furstenberg said Saunders’ arrival symbolized and facilitated her stepping back from the day-to-day duties that occupy the work of a full-time creative director. The British designer joined DVF in May 2016 and was in charge of all product categories. #wwdnews
For @versace_official’s spring ad campaign, the brand emphasized the archival prints from the spring tribute collection dedicated to the late Gianni Versace. Closing out the show were five of Gianni’s favorite models: Cindy, Naomi, Carla, Helena, and Claudia. Bowing on December 18, the new campaign is yet another tribute to supermodel-dom as the images by Steven Meisel are fronted by @iamnaomicampbell, @cturlington, @gisele and more. #wwdfashion
Four-time Oscar-nominated actress Annette Bening has been waiting 20 years to play Gloria Graham in "Film Stars Don't Die in Liverpool," which will be released on December 29. The movie about Graham – a Hollywood star known for her controversial relationship with a younger Englishman named Peter Turner – is based off a memoir Turned wrote. "She felt vulnerable to him, because she loved him, she really did love him. And anyone that we really truly are in love with, we re vulnerable to in a very deep way," said Bening. Read our full interview with the modern icon of an actress on WWD.com. #wwdeye (📷: @ninebagatelles; Styled by @cristinaehrlich)
The crisp white button down: a staple that can be dressed up or down and accessorized throughout the decades. Here, on a Art Basel-goer in 2017 on the left and on the iconic Audrey Hepburn in “Roman Holiday” in 1953 on the right. #tbt #wwdfashion (📷: Andrew Morales)
Known for her work with @victoriassecret, 25-year-old model @georgiafowler is raising her profile in Hollywood. Fowler stars in @vincecamuto’s holiday campaign, which launched in partnership with “Pitch Perfect 3.” “Almost every shoot with Vince Camuto, I’ve had to face a fear…It was definitely a challenge. I’m so grateful for it, though. I’ve always wanted to be a pop star, so that was the perfect chance,” Fowler said. Head to WWD.com to read about Fowler’s experience modeling, including at the #VSFashionShow, and her relationship with Nick Jonas. #wwdeye (📷: @jilliansollazzo)
EXCLUSIVE: Huda Kattan just became the first beauty influencer to land a major beauty deal. Kattan's business, @hudabeauty, has received a minority investment from private equity firm TSG Consumer Partners. The brand, which industry sources say is on track to do $200 million in retail sales for 2017, will receive support on product, retail and geographic expansion through the deal. Get all the details on the deal and read @_a_collins' interview with Kattan on WWD.com. Link in bio. (📷: @jgreenery) #wwdbeauty #wwdnews
Peruvian model @juanaburga_official – who is known for walking the runways of @rodarte, @viviennewestwood and @torybuch – is making the move to the big screen with drama “Los Últimos.” The film premiered in Argentina in November and arrives in the U.S. and Europe in 2018. On making the switch from modeling to acting, Burga told WWD: “It’s a completely different thing – a lot of people think it’s similar or try to connect things, especially like getting used to the camera or being looked at all the time or playing these different characrers, but film is a completely different story.” #wwdeye (📷: @jgreenery)
London’s newly opened @designmuseum will look back on the life and work of Azzedine Alaïa in a show that the designer helped to curate before he died of heart failure last month. The retrospective, which Alaïa had worked on with Mark Wilson, chief curator of the @groningermuseum, will look at the impact of his work worldwide. The show, “Azzedine Alaïa: The Couturier,” will run from May 10 to October 7. Read more about the exhibit on WWD.com #wwdnews #wwdfashion (📷: @zefashioninsider)