NEW YORK — There’s a new beauty girl in town.

Lollia, a 35-stockkeeping-unit bath, body and fragrance collection, will launch mid-January at Henri Bendel here. It is the newest creation from Margot Wells, president and chief executive officer of Burwell Industries, which, up until now, had only operated Archive, an upscale bath and body line.

“I’ve been designing for so many years that I just wanted to create a separate identity altogether,” said Wells. “My goal was to come up with something really fresh.” Wells said she “felt the brand needed to be completely separate from Archive. Basically, it’s like having a brand-new baby.”

In fact, Archive and Lollia, owned and operated by Burwell Industries, are treated as two completely different companies. Archive, available in more than 5,500 U.S. stores, offers luxury bath and candle collections, mostly single-note products in very spare, elegant packaging. Lollia, on the other hand, is being developed as a lifestyle company with more exclusive positioning, and will be sold in approximately 1,500 specialty stores, including Henri Bendel. Its identity is “very feminine, flirty, sophisticated, but still young and fresh,” said Wells, with multilayer scents and patterned packaging accented with crystals, feathers and ribbons.

Lollia’s products are broken down into three scent categories: Dream, which uses milk and linden notes; Breathe, blending peony and white lily notes, and Relax, which contains lavender and honey notes.

The collection comprises Shea Butter Hand Creme in the Relax and Breathe scents, each $20 for a 4.25-oz. tube; Lollia Dream Creme, available exclusively in the Dream fragrance, which comes in a 3.85-oz. glass container and retails for $21; bubble bath in all three of the scents, each $28 for a 15-oz. bottle; Linen and Lingerie Sachets, also available in all three scents that retail for $18 each; Fine Perfumed Luminaries in all three scents, which come embossed with the collection’s signature patterns and colors and are priced at $30 for the 10.25-oz. size and $52 for 22-oz.; Lollia eau de perfume in the Breathe scent, which retails for $42 for 3.5 oz.; Scented Wardrobe Cards with Linen Perfume in all three scents, $32 each, and unscented Door Hangers for $8 each.

This story first appeared in the January 8, 2004 issue of WWD. Subscribe Today.

Ed Burstell, vice president and general manager at Henri Bendel, noted that what he liked about the brand was “the idea of romance. They try to make sure that you have an emotional attachment with the product. So, each item has a vintage-inspired little luxury on it. It’s actually a good fit with the way fashion is going for spring — a little lighter in spirit, so things are more refined and elegant. We definitely expect it to be one of our top performers.”

Industry sources estimate that Archive racked up retail sales of $11 million in 2003 and expect that Lollia could generate first-year sales of as much as $5 million.

Going forward, Wells plans to come out with entire stories for collections each season. Future items may include items like flip-flops, cosmetics bags and handbags, wellies, crusher hats and cocktail mixers, with colors and patterns to coordinate with previous collections, Wells explained. “My first passion is design, and Lollia really gives me an opportunity to design on such a broader base,” she said. “I also love textiles. So, it’s really an opportunity to take textile inspirations and apply them to so many different, fun products.”

— Kristin Finn

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