BRAMBLY HEDGE BOOKS INSPIRE TARGET YOUTH LINES

Byline: Pete Born

BOCA RATON, Fla. — Fragrance entrepreneur Victor Zast has spotted profit in the sweet joys of motherhood.
Victor E. Zast, president and owner of Private Perfumery, based in Chicago, produced a series of fragrance and bath and body for infants, young girls and women under the banner of Brambly Hedge, a series of children’s books written by British artist Jill Barklem.
Target stores signed a five-year licensing agreement to use the Brambly Hedge name in the U.S. and hired Zast to develop and supply the products. Zast said he was talking to the book company directly to arrange distribution outside the U.S., in U.K., Canada and New Zealand.
The brand will be launched in 940 Target stores in early April. There are three lines, beginning with a collection of products for infants called Poppy’s Babies.
Buttercup, a line for young girls, includes a $9.99 fragrance, bubble bath and hand and body lotion. Forget-Me-Not is aimed at young women and the centerpiece is a 1.7-oz. eau de toilette at $19.99. There also is a 4-oz. body mist for $8.99. That is also the price for 8-oz. versions of body wash, hand and body lotion and bath soak.
The fragrance is a “romantic floral,” Zast said, and was developed by Firmenich. Zast said he expected most of the volume would be generated by the young women’s line. The appeal is ageless — for any customer attracted to traditional bath and body brands. “But basically, it will be the mothers of children and infants, and grandmothers,” he noted.

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