LONDON — The British launch of Donna Karan’s fragrance and body collection at Harvey Nichols is expected to tally more than $250,000 in sales its first month, better than double the original plan.
Sources said the initial sales target for the first month was $120,000.
Among the customers was the Princess of Wales, who bought the entire line, sources said.
Harvey Nichols, which introduced the line April 9, has a six-month exclusive. It has devoted every one of its windows to Donna Karan fashion, fragrance and body products. The last time a fragrance rated all the windows was last year, when Ralph Lauren’s Safari for Men was launched.
Rinaldi Daniella, the perfumery buyer at Harvey Nichols, declined to provide specific figures, but said sales for the first three weeks were running well ahead of target.
She predicted the fragrance will maintain its momentum because Harvey Nichols is spreading out its advertising over the six-month exclusive period.
Initial advertising was in London daily newspapers and Hello! magazine, and more ads will be rolled out into British monthly fashion magazines over the next few months, she said.