LONDON — Orla Kiely has brought her quirky and upbeat sensibility to scent.
This story first appeared in the August 17, 2010 issue of WWD. Subscribe Today.
The designer, who is known for using bold and colorful prints, has begun a rollout of a signature women’s fragrance.
“I think it’s special but simple at the same time,” said Kiely.
The scent, which Kiely created with KMI Brands, riffs on one of the designer’s signature floral prints. Its bottle, for instance, mimics the form of a primrose. The flacon’s glass is engraved with Kiely’s recurring stem print and it is topped with an orange cap.
“We wanted a beautiful bottle that’s different to anything else out there,” said Shelley Smyth, managing director of KMI Brands’ fragrance division. “We wanted the packaging to stand out on the shelf next to other luxury brands.”
The fragrance’s outer carton also features the primrose design and is finished with textured paper.
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“I wanted it to look a little vintage,” said Kiely, who cites the Fifties, Sixties and Seventies as inspiration for her label’s style.
Flowers also played a part in the eau de parfum’s fresh floral juice, which was composed by International Flavors & Fragrances’ Anne Flipo. It comprises top notes of green tea, peach and bergamot. Rose absolute, white flowers, chocolate and osmanthus are at its heart, while musks, tonka bean, cedarwood and sandalwood form its drydown.
The scent will be available as 60- and 100-ml. sprays, which are priced in the U.K. at 42 and 55 pounds, respectively, or $65.88 and $86.27 at current exchange. A 25-ml. purse spray plus a shower gel and a body cream also make up the line. Home fragrances are in the pipeline for October, as well, including a selection of candles, a scent diffuser, a room spray, scented leaves and a hand wash.
Industry sources estimate the Orla Kiely eau de parfum and home fragrance lines together will generate 1.1 million pounds, or $1.7 million, in wholesale volume between August and December. The fragrance hit shelves in the U.K.’s Harrods earlier this month and it will be rolled out to other stores later this month, including Debenhams and John Lewis. Plans call for an international launch in 2011.
The Orla Kiely brand is expanding in other ways, too. It will branch into cookwear and open a store on London’s King’s Road next month, for instance, while a book is scheduled to bow in October.