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NEW YORK — There’s no place like home for Demeter’s new line of room sprays and candles. The Home Collection is set to debut in June along with a reformulated and repackaged Bath and Body Collection.
This story first appeared in the May 16, 2003 issue of WWD. Subscribe Today.
The Demeter Fragrance Home Collection room sprays will be available in every scent — approximately 160 fragrances — in the brand’s portfolio, explained Mark Crames, chief executive officer of Demeter. “I think Demeter, which is about creating statements in fragrance, lends itself to [manufacturing scents] used to create your own environment,” he added. The sprays come in a 4-oz. glass cylinder and retail for $13. The candles are 8 oz. for $15 and are available in six scents. Each 8-oz. candle comes packaged in a tin with a transparent lid for portability and has a burn time of about 40 to 50 hours. At launch there also will be a 1.2-oz. Dirt travel candle as a gift with purchase.
“The lotions and gels are now better formulations and are more moisturizing without being greasy,” said Christopher Brosius, vice president of Creative Library. The Bath and Body collection is also available in Demeter’s entire line of fragrances. Both the lotion and the bath and shower gel are packaged in a 3.4-oz. cylindrical bottle with a vacuumless pump and retail for $13.50 and $10.50, respectively. The bar soaps, which are a new addition to the line, “are manufactured in Italy, so we did have to start with six scents,” noted Brosius. Each 7-oz. bar retails for $12.50.
Executives declined to comment on numbers, but industry sources estimate the Home Collection may generate as much as $3 million at retail, while the Bath and Body Collection could ring up as much as $1 million in retail sales.
Demeter currently has distribution in about 450 doors, including Sephora, Ulta, Anthropologie, Mish Mash and assorted boutiques. The company’s goal is to increase that distribution to about 1,000 doors over the next year.