By and  on March 17, 2007

MILAN — Versace is returning to its classic roots with an eponymous fragrance — its first scent entirely developed by Euroitalia since the manufacturer acquired the license for an estimated $63.8 million, mostly in advance royalties, in December 2004.

“This is the right product to put Versace back on the top niche of retail,” said Claudio Tenan, export director at Euroitalia. “We worked on every detail to improve the perception of the brand. We needed to take the Versace scent franchise up worldwide. Everyone put 100 percent of their talent and effort behind this. In each market, we are being very selective, and will treat it at the highest end of the market.”

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