Shortly after inking a beauty licensing deal with Badgley Mischka, TPR Holdings LLC is at it again — this time, with Elie Tahari.
“It’s very difficult to find brands like this that are well known, that you have confidence in, that can perform in the beauty space,” said TPR president Brian Robinson. The forthcoming fragrance will try “to bring out the identity of the Elie Tahari Brand,” he continued, and will be distributed in roughly 20 countries, with about 400 to 500 points of sale in U.S. “better” department stores, Robinson said. Industry sources estimated that the business could grow to do between $40 million or $50 million in retail sales.
“Scent has always been very important to me and I have always wanted to create a fragrance for the brand,” said Tahari.
“We are working to expand the brand’s global presence and the TPR team has proven expertise and success in the fragrance category,” said Joey Gabbay, president of Bluestar Alliance, which handles licensing for Elie Tahari. “They know how to grow the brand globally within the context of a worldwide license.”
Robinson expects the Elie Tahari deal to help TPR expand into the “best worldwide distribution,” he said in a statement.
The Elie Tahari deal comes shortly after TPR, which also owns Cargo, Oscar Blandi and Mally Beauty, signed a beauty license with Badgley Mischka. For that brand, TPR is planning a fragrance set to launch later this year, and a makeup collection.
“There is a sweet spot where a company such as mine…can look to find a brand that has a very clear and unique identity and is big enough where the name is known, but not too big where they have a preexisting relationship or they’re already taken,” Robinson said after the Badgley Mischka deal in January. “International distributors tend to be more receptive to fragrance…it’s an easier road, less barriers, to expanding internationally.”
For right now, Robinson said his focus is on digesting the new licenses, but that he would consider acquiring others “depending on how fast we get these develop, and how successful they are.”