By  on August 20, 2009

Josie Natori stepped out in style Tuesday evening to promote the launch of her new eponymous scent at Saks Fifth Avenue’s Manhattan flagship.

More than 20 years since the launch of her first fragrance, also called Natori, the lingerie designer — dressed in a black Azzedine Alaïa dress and Givenchy heels — joined Saks Fifth Avenue’s vice chairman Ron Frasch and Parlux Fragrances Inc. chief executive officer Neil Katz on the department store’s beauty floor to usher in her newest scent.

“The first time doesn’t count, this is the real thing” said Natori. “Everything we have done here is always the way I had envisioned it would be. I could not be more pleased with the execution — Saks has done an amazing job executing the store visuals all around the country.”

The fragrance garnered five window displays at Saks — featuring the aubergine bottle alongside hot stones and $1,700 kimonos — where the scent commenced its exclusive three-month nationwide launch this week. Natori will hit Bloomingdale’s new beauty floor Nov. 1.

“We’re thrilled with the initial results,” said Wendy Gottfried, vice president and divisional merchandise manager for fragrances and intimate apparel at Saks. “So far, it’s been a nice, strong performance out of the gate. We’re actually overachieving our expectations this week.”

Based on this week’s presale, Natori could do more than $150,000 for the rest of the month.

Top sellers for the day at Saks included Natori’s 3.4-oz. spray, which retails for $110, as well as a $75 silk body cream. “Everyone has been loving the body cream,” said Natori. “Since Day One.”

The new collection is expected to bring in about $10 million in first-year sales, according to industry sources.

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