Parlux Fragrances Inc. has signed a licensing deal with Vince Camuto, a prominent shoe designer and manufacturer whose Camuto Group has mapped out aggressive plans to emerge as a fashion lifestyle house.
This story first appeared in the June 4, 2010 issue of WWD. Subscribe Today.
Camuto, the chief designer and chief executive officer of the group, has repositioned his eponymous shoe line in the last year to target the prime fashion market, with price points ranging from $98 to “the sweet spot” of around $120. Boots are priced around $200 and above, and handbags are just under $300. The company also markets coats under its philosophy of providing affordable luxury. Distribution consists of fashion stores ranging from the 10-store Shoe Box to Nordstrom, Dillard’s and Bloomingdale’s.
The Parlux deal calls for the launch in fall 2011 of a women’s fragrance, called Vince Camuto, complete with the corporate crest emblazoned on the bottle, according to Fred Purches, chairman and ceo of Parlux. Neither executive would discuss details, but industry sources estimate that the Camuto fragrance, which will have a distribution of 2,000 to 3,000 doors, could generate $15 million to $20 million in retail sales within the first 12 months.
Camuto has big plans for rapid development. The ceo said four other licensing ideas are under discussion. The company has its own stores in Tunisia, Dubai and Korea, and has plans to open more in China and Taiwan and as many as 20 in the Middle East by the fourth quarter. Three units, averaging 1,500 square feet each, are also envisioned for New York City.