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United Perfumes to Launch Fornasetti Scent

Fornasetti Profumi per la Casa will hit shelves in September.

LONDON — United Perfumes is getting creative with licenses.

The beauty distributor, based here, is gearing up to introduce its first scented products created under license for design brand Fornasetti in the fall. In December, United Perfumes inked a 10-year deal with Fornasetti, and other partnerships could be in the works.

The move from a distribution-oriented model to one that includes licensing follows the entry of two new shareholders into United Perfumes’ structure. Herbie Dayal and Ridgely Cinquegrana each took a 10 percent stake in the firm in June.

The investment allowed the company to move ahead with plans to manufacture a large line of handmade home fragrance items for Fornasetti, according to Christopher Yu, who co-founded United Perfumes with Laurent Delafon. He added that working on consulting projects, such as developing a signature ambient fragrance for the Berkeley Hotel, encouraged the pair to branch out into licensing.

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“We realized the potential in doing something bigger,” said Delafon.

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“It made us realize there was a lot of scope in manufacturing,” added Yu. “And we realized to do that we needed investment.”

According to industry sources, United Perfumes, which distributes brands including Cire Trudon, Apothia and Olivina, generates annual wholesale volume of about 500,000 pounds, or about $796,540 at current exchange. Those sources believe that figure will rise to about 1.3 million pounds, or about $2.1 million, following the introduction of the Fornasetti line.

Fornasetti Profumi per la Casa will hit shelves in September. Comprising 18 units, the line offers one scent for the home via several delivery systems.

“Home fragrances can be serious. We wanted to keep [the brand’s] sense of humor,” said Yu of the decision to offer items such as scented spheres, or ceramic objects that emit fragrance, decorated with signature Fornasetti designs such as a pair of red lips, owls and suns.

There are also scented candles packaged in lidded jars; oversize, 4.4-oz. candles; incense sticks; and room sprays in bottles bedecked with atomizers.

“The soul of the range is the decorative element,” said Yu.

Blended by International Flavors & Fragrances perfumer Olivier Polge, the scent comprises notes of thyme, lavender, orris, cedarwood, tolu balsam, incense, storax and labdanum.

Prices in the U.S. will range from $150 for a 125-ml. room spray to $450 for a 4.4-oz. candle, which is packaged in a cylindrical ceramic pot.

The line will bow at Selfridges in September. It will be carried at about 25 doors internationally by year end, including 10 Corso Como in Milan and Seoul, Lane Crawford in Hong Kong and Beijing, L’Eclaireur in Paris and Barneys New York in New York.