BAL-A-VERSAILLES: DONICS SET TO RELAUNCH A CLASSIC
Byline: Pete Born
NEW YORK — Bal-A-Versailles is back, and so is Byron Donics.
The former president of Riviera Concepts of America, who left that company a year ago, has returned with his own sales and marketing distribution operation, called Hot Topics Inc. And among his first projects is the reestablishment of Bal-A-Versailles as the U.S. distributor for the 41-year-old classic fragrance.
Donics also is the worldwide sales agent for Demeter Fragrance Library, I Naturali by Gori 1919 and Nature’s Fantasy and the overseas agent for Joey New York.
Bal-A-Versailles was acquired by Genesis International Marketing Corp., a Miami-based distribution firm owned by Louis and Norma Quintero, in 1996 from Parlux Fragrances. Donics said that Genesis restored the scent’s original Robertet Fragrances formula and returned to the original Bross packaging.
The fragrance has been previewed in about 40 specialty stores, and the rollout, set for the third week in April, includes 45 top doors of Nordstrom. Donics also plans to include 24 to 30 doors of Saks Fifth Avenue by fall.
He declined to discuss numbers, but sources estimate that the revived brand could do $1.5 million wholesale the first year and $3 million with fleshed-out distribution.