Perry Ellis International has signed a licensing agreement with Sheralven Enterprises Ltd. for fragrance products for its Laundry by Shelli Segal brand.
The license is for the territories comprising the U.S., Canada and Mexico. The license includes women’s fragrance, bath and home fragrance products. Perry Ellis said the collection is slated to become available for holiday 2017 at major department stores, cosmetic and fragrance specialty stores and at e-commerce channels.
George Feldenkreis, executive chairman at Perry Ellis, said, “We are confident Sheralven will be a terrific partner in capturing the spirit and femininity of the Laundry by Shelli Segal woman, with a fragrance collection beautifully designed to capture the brand’s unique style. This alliance will certainly continue to extend our global reach.”
John Burghfechtal, executive vice president of corporate strategy at Sheralven, said, “With strong collaboration on strategy, design and distribution, we have confidence in our long-term relationship and our ability to deliver a fragrance that embodies the core principles of the brand.”
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Laundry by Shelli Segal brand has been around for more than 25 years. Perry Ellis acquired the brand in January 2011, which in turn transformed it into a lifestyle brand. The current licensed categories include outerwear, fashion accessories and home décor. The brand’s core categories are in dress and swimwear classifications.
Rumblings surfaced in January that the company was looking at options for the brand, eyeing a possible sale. Perry Ellis executives have said in the summer that they want to expand the women’s businesses, a category — and much of retail — where the company is also most challenged. Its big brands are in men’s, such as Perry Ellis and Original Penguin.
The most recent second quarter saw the company stating it plans to close 15 stores after posting a quarterly loss. For the three months ended July 30, the net loss was $3.6 million, compared with a net loss of $1.3 million a year ago.