NEW YORK — In the latest move in a plan to sell many of its fragrances, Sanofi has agreed to sell the rights to the Geoffrey Beene brands to Bedford Capital Financial Inc.
Bedford, a Toronto-based investment firm, is in partnership with the Miami-based French Fragrances, which will handle the distribution of the Beene scents. They include two men’s items, Grey Flannel and Bowling Green, and a women’s fragrance, Chance.
French Fragrances also markets the Salvador Dali fragrances and over the last couple of years has secured the North American rights to more than a dozen French scents, including Watt, Café and Quartz, which are sold in the mass market.
Sanofi sold off the Perry Ellis fragrances to Parlux in October, and its Fendi and Krizia labels are still on the block. In addition, the U.S. distribution of Van Cleef & Arpels was handed over to Escada Beauté last month. In the U.S., Sanofi is now left with a core of Yves Saint Laurent, Nina Ricci and Oscar de la Renta.