Fragrance is back in focus at BCBG Max Azria Group — even as the company itself is seemingly for sale.
As part of what Lubov Azria, chief creative officer of BCBG Max Azria Group, described as an “evolution” of BCBG’s fragrance business, the Vernon-Calif.-based fashion house signed a licensing agreement earlier this month with Fort Lauderdale, Fla.-based New Wave Fragrances LLC to create a signature BCBG Max Azria women’s fragrance due to be introduced next March. The exclusive, worldwide licensing deal is projected by industry sources to be for 10 years, with an option to renew after the first five years.
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