BERGDORF’S LAUNCHES A NICOLAò EXCLUSIVE
Byline: S. L.
NEW YORK — Parfums de Nicolaò, a French line of personal and home fragrances, was launched exclusively at Bergdorf Goodman on Thursday.
The collection is the creation of Patricia de Nicolaò, a scion of the Guerlain family, who oversees the operation from the procuring of raw materials to the package design.
“We’re trying to go back to the old days of perfume, when having your name on the box meant you had put something into it,” said Alix de Nicolaò, Patricia’s sister, who was on hand at Bergdorf’s to greet customers and promote the brand.
“Bergdorf Goodman has a good fragrance selection, and they’ve done well with some smaller brands,” she added. “We thought it would be a great place to start [in the U.S.].”
The line was sold for a short time about four years ago in Henri Bendel and Bergdorf’s, de Nicolaò said, but the company decided “it just wasn’t ready” at that point.
Patricia de Nicolaò trained under Jean-Paul Guerlain, master perfumer of Guerlain SA, then worked at Firmenich and Quest, two fragrance houses. She then joined with her husband, Jean-Louis Michau, to start their own business. De Nicolaò creates the products, adding a new one every year, and Michau runs the company.
The Parfums de Nicolaò products are sold in 150 counters in French home decoration stores, along with two de Nicolaò boutiques in Paris.
Last year, the company had a worldwide volume of $1.6 million (9 million francs), of which half was retail and half wholesale. The sales projection for this year is $2.8 million (15 million francs).
In France, the company sells eight women’s scents, one men’s eau de toilette and four unisex eaux de cologne, and also carries spray home fragrances and scented candles. Not all the items will be carried in the U.S. at first.
The bestsellers overseas are the men’s fragrance, called New York, and the women’s scent, Sacrébleu, Alix de Nicolaò said. They are also expected to be the top brands in America.
Prices range from $14 for soaps to $38 for room sprays to $65 for a 120-ml. New York and $75 for a 100-ml. Sacrébleu.
“The fragrances do quite well in England, and the Arab countries have been strong purchasers,” said Alix de Nicolaò. “We’re hoping [the brand] will be appreciated here, as well.”