LONDON — In its first week on counter, Tom Ford Grey Vetiver overshot its sales projections by 25 percent, according to industry sources.
This story first appeared in the September 4, 2009 issue of WWD. Subscribe Today.
The fragrance, the designer’s third specifically concocted for men, bowed on Aug. 27 in Bloomingdale’s. It will roll out to specialty stores, including Saks Fifth Avenue, Neiman Marcus and Nordstrom later this month, and internationally starting in November.
“The fragrance has started off quite well, and we’re confident it will be one of our top launches this fall,” said a spokeswoman for Bloomingdale’s. According to industry sources, Grey Vetiver will outstrip combined sales of Tom Ford for Men and Tom Ford Extreme and generate first-year global retail sales of $15 million to $25 million.
“Vetiver has always been one of my absolute favorite essences,” the designer said. “It’s a universal men’s wear staple. It evokes the Sixties mannish style that I find so elegant and that has shaped my men’s wear world. It is solid, like the man who wears a custom-made suit or invests in hand-crafted shoes.”
The scent’s juice, which was mixed by Firmenich, includes notes of vetiver, orange flower, grapefruit, aromatic sage, orris, nutmeg, pimiento, amber woods and oak moss. A 50-ml. bottle of eau de parfum is priced at $85 in the U.S.