HANAE MORI LAUNCHES MEN’S SCENT
Byline: Sarah Raper
PARIS — Hanae Mori has launched a men’s fragrance called HM at Nordstrom in the U.S.
The scent, a woodsy oriental with a lavender top note, will be rolled out in Europe and Asia by September.
Claude Saujet, founder and majority shareholder in Parfums Hanae Mori, said he expected sales of the men’s scent to be about half those of Mori’s signature women’s fragrance, launched in March 1996 in the U.S.
Last year, the women’s scent did just over $1 million wholesale in the U.S. in 110 doors, including Nordstrom, Neiman Marcus and Bloomingdale’s Manhattan flagship.
Saujet said the company gradually has been rolling out the women’s scent to 10 Filene’s stores and plans to enter the Burdines chain in Florida.
The men’s scent is available in an eau de toilette and an eau fraiche, both in 50-ml. and 100-ml. sprays.
Prices of HM range from $35 for the 50-ml. eau fraiche to $65 for the 100-ml. eau de toilette.
Nordstom executives could not be reached for comment Thursday, but according to Hanae Mori’s New York-based subsidiary, sales exceeded expectations following the March 21 launch of the men’s fragrance.
“It sold well beyond expectations,” said Emmanuel Saujet, president of International Perfumes and Cosmetics Inc. Saujet, who is the son of Claude Saujet, heads the U.S. operation. The parent company is the French-based Cosmetique and Parfums International.
What’s unusual about Parfums Hanae Mori is an innovative ownership arrangement. Claude Saujet holds 75 percent of the business and distributors own most of the rest. In overseas markets, distributors usually own the businesses.
Saujet said he thought making distributors partners in the company had helped focus their attention on the Mori business. “I definitely think it encourages them to think about longevity,” he said.