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Chantal and Alexandra Roos Bringing Dear Rose to America

With the Fragrance Group on board, the mother-and-daughter team is looking for U.S. distribution.

Chantal Roos returned to the fragrance scene in 2014 with a new company, Roos & Roos, created with her daughter Alexandra and a collection of scents called Dear Rose. After painstakingly planting the roots of a business, primarily in Europe with a toe hold in the Middle East, she is ready to take on America.

The start-up has signed on Alan Beck and the Fragrance Group as U.S. distributor and a breakfast has been scheduled for Jan. 31 in New York.

The mother-daughter team got a head start in North America last year, first with the West Village perfumery Aedes de Venustas in New York, and then in two doors of Neiman Marcus. The brand entered the Paramus, N.J., store last June and the Houston unit in mid-November.

The Fragrance Group is lining up some independent perfumeries and Chantal intends to hold meetings in New York. Her strategy for the U.S. is the same as the path she followed in Europe: high-end perfumeries and department stores. “If you think about the U.K. — Harrods, Liberty, Fenwick, Selfridges; France, Le Bon Marché. We start at the highest level of distribution.”

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Alexandra Roos had convinced her mother to come out of semi-retirement and take the leap back into the turbulent fragrance.

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Oddly, Chantal — who had gained fame as the mastermind behind the fragrance launches of YSL, Issey Miyake and Jean-Paul Gaultier — never launched a brand of her own. (Alexandra has had a singing career with four albums to her credit.) Her influence can be seen in the names of some of the fragrances, such as “Sympathy for the Sun.” (Is Mick Jagger in the house?)

The name of the brand, Dear Rose, is meant as a salutation heading a series of letters that a woman is writing. The subjects are meant to plumb the myriad facets of femininity, plus a relationship with fragrance, as she travels on life’s journey.

There are nine fragrances, created by Fabrice Pellegrin, in two collections. The original set has five fragrances with 3.3-oz. bottles priced $135 each. The second is the song collection, with a $200 price point for the same sized bottle.