Fragrance is a numbers game for men’s fashion retailer Odin, which is set to launch a trio of unisex scents — dubbed 01, 02 and 03 — in late October.
This story first appeared in the September 16, 2009 issue of WWD. Subscribe Today.
The scents are to make their debut at roughly 15 independent boutiques, including Odin’s full complement of five locations, which are all located in Manhattan, and at odinnewyork.com. (Odin has three stores by that name and also operates the boutiques Pas de Deux and Den.)
“We’re looking for [limited] distribution in the beginning,” said co-founder Paul Birardi, who, along with Eddy Chai, opened the first Odin store in the East Village in August 2004. Birardi noted that Fred Segal and Aedes de Venustas would also introduce the scents and further launch venues are being finalized.
The fragrances were inspired by a desire to build on the Odin lifestyle concept, according to Birardi. “When we first opened, we [wanted] a lifestyle environment,” he said, “and fragrance is part of that.” He added that Odin carries men’s apparel, jewelry, accessories, footwear, leather goods and gifts.
Personal care, including fragrance, skin care and hair care, is also part of the assortment and it accounts for about 7 percent of company sales. The stores carry about five to eight personal care brands, including Comme des Garçons, Clark’s Botanicals and Sharps. “That will expand,” Chai said of the Odin personal care business.
It took about a year to develop the three Odin scents, which were composed by fragrance supplier Drom.
The 01, also known as Nomad, scent opens with olfactory notes of juniper berries, Himalayan cedar leaves and rich bergamot. In the heart of the fragrance are notes of sultry palmarosa, Indian black pepper and creamy heliotrope, and the scent dries down to notes of tonka bean, West Indian sandalwood and grey musk.
The 02, or Owari, scent mixes top notes of Owari mandarin, bright green bergamot and grapefruit leaves; with middle notes of cubed pepper, amyris wood and crisp neroli, and bottom notes of fresh cut cedar wood, golden amber and tonkin musk.
And the 03, or Century, fragrance has top notes of silver birch, earthly cypress and forest mint; a heart of smoky vetiver, liquid myrrh and subtle patchouli, and a dry down of black musk, dry oak moss and true amber.
Each scent is an eau de toilette priced at $110 for 100 ml. Industry sources estimate the trio could generate first-year retail sales of $1.5 million.