A new fragrance brand called Yesod is aiming to gain a foothold in the U.S. market.
The signature masterbrand, whose Hebrew name translates to “foundation,” was launched last year at points of sale in Israel, including at retailer Avi Luvaton, and in Norway. It is said by industry sources to have rung up $1 million in retail sales volume to date.
Now, the scents are set to be launched at 15 Boscov department store locations in October.
Thomas Burke, business manager for the brand, said he anticipates Yesod could be carried in as many as 100 doors in the U.S. within the next 12 months.
Sales of the scents, according to industry sources, could reach $500,000 at wholesale during Yesod’s first year in the U.S. There are also plans to roll the scents out into further international markets in Europe and New Zealand by yearend.
Commercial development of the fragrances began after the firm’s founder and chief executive officer, Susan Roth, developed the women’s scent for herself.
“She wanted to make a fragrance for herself — a signature fragrance,” said Sheila E. Nashofer, executive manager at Yesod. Nashofer added that positive response by people who smelled the scent on Roth prompted the move to establish the brand.
The men’s and women’s scents are blended in Israel and produced in Grasse, France. The fragrances then go back to Israel to be packaged and have the finishing touches added. The scents mix fruity, musky and aromatic accords and were composed by Expressions Parfumees, based in Grasse.
The fragrances are manufactured for and distributed by Union, N.J.-based Global Reach Enterprises.
The entire Yesod assortment features nine items, including two sizes of each the men’s and women’s scents. Both are eaux de parfum. There are 100-ml. and 50-ml. versions of the women’s scent, priced $87 and $60 apiece, respectively. The men’s versions come in the same sizes for $77 and $52.
There’s also a body lotion, 250 ml. for $27.50; a bath oil, 150 ml. for $32, and a bath and shower gel, 400 ml. for $27.50. Also in the lineup are a scented candle and a soap.
The two fragrances alone represent about 70 percent of sales of the brand, noted Burke.
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