JAIPUR WELL OVER PLAN AT BLOOMINGDALE'S

Byline: Julie L. Belcove

NEW YORK--Jaipur, the new women's scent from Parfums Boucheron that was launched last week at Bloomingdale's, is well on its way to joining the store's elite.
Jane Scott, vice president and divisional merchandise manager of cosmetics and fragrance at Bloomingdale's, said Jaipur has been exceeding the store's sales plan, which would put it in the top five along with its predecessor, the Boucheron signature scent.
"What we thought we would do in three weeks we will do in two," Scott said. "We are ecstatic."
While the company originally had planned Jaòpur to do twice the volume that Boucheron did at its launch in 1988, the new scent has been hitting three times that number, according to Joseph Giugliano, vice president of national sales at Boucheron.
Scott and Giugliano declined to discuss dollar figures, but industry sources said Jaòpur is on track to exceed $175,000 in retail sales during the two-week launch period that began Aug. 7.
"It's spectacular," Giugliano said. "The customer really loves the bracelet bottle."
In keeping with the fragrance house's jewelry roots, the Jaòpur bottle was designed to resemble a nauratan, an Indian good-luck bracelet. The original Boucheron women's fragrance comes in a bottle that looks like a ring.
Bloomingdale's is sharing the exclusive worldwide launch with Galeries Lafayette in Paris.
In the U.S., the scent will begin to roll out in September to Neiman Marcus, Nordstrom and Dayton's, Hudson's & Marshall Field's units that are not in Bloomingdale's markets. In October, Boucheron will add Saks Fifth Avenue and other specialty stores to Jaipur's distribution.
The Jaòpur introduction apparently has not been cannibalizing the signature Boucheron scent.
"Classic Boucheron at Bloomingdale's is up 25 percent, and men's is up 20 percent since the launch," Giugliano said.
The best-selling items in the Jaipur line have been the 3.4-oz. eau de toilette, priced at $100, and the 1.7-oz. eau de parfum at $90, according to Giugliano.
He added that 36 units of the 0.5-oz. parfum at $200 apiece sold out at Bloomingdale's flagship in three days. The item is now back in stock.
Scott said the strongest branch store for Jaipur, after the New York flagship, has been the unit in Boca Raton, Fla., and volume in the Washington, D.C., market has been as big as in the New York area branch stores.

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