By and  on February 9, 2009

MILAN — Just 18 months after relaunching the Fendi fragrance business, LVMH Möet Hennessy Louis Vuitton announced Friday it will pull the brand’s sole scent off the market.

The company will stop selling its Fendi Palazzo women’s fragrance, which it introduced in 2007, due to sales that “while encouraging, didn’t meet expectations” in 2008, stated Gabriella Scarpa, country general manager for LVMH Perfumes and Cosmetics in Italy. At the time of its introduction, industry sources estimated Palazzo would ring up $50 million in global retail revenues during its first year on counter.

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