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Tadashi Shoji Launches First Fragrance

Eau de Rose is expected to bring in $1 million, according to industry sources.

The rose scent wafting down the runway at Tadashi Shoji’s fall runway show in New York is set to hit stores this April.

Eau De Rose was inspired by gardens in Japan and Shoji’s love of the rose itself. “When I smell rose, it’s calming and makes me feel so happy,” Shoji said. “Maybe because of my age my sense of smell has changed…it’s calming.”

The perfume made its debut at Shoji’s New York Fashion Week show, where scent-emitting devices were set up and guests were sent home with rollerballs.

The fragrance has top notes of bergamot, lemon, mandarin, grapefruit, rhubarb and blackcurrant, with body notes of rose, jasmine, osmanthus, lily of the valley and cedar wood. The dry down has notes of musk, frankincense, labdanum, patchouli, rose absolute and oud.

Eau De Rose will launch exclusively at Lord & Taylor and on Macy’ in April, and will also be available in 10 Tadashi Shoji stores, including the new shop in Qatar. Separately, the brand is planning to open 20 new retail boutiques in the next five years. Eau De Rose eau de parfum will cost $135 for a 3.4-oz. size, $110 for the 1.7-oz., $27 for the rollerball and $55 for a body cream.

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Shoji’s entry into fragrance may be followed by other perfumes, he said, as the company works to ramp up its category offerings. “It’s more of a lifestyle line,” Shoji said of his business, which includes accessories, bags, bridal, intimates, shapewear and kids. Industry sources expect the business to do about $70 million in wholesale sales for 2017, and the fragrance to bring in $1 million. “This fragrance part, with my love of fragrance, I thought maybe this is a good idea — maybe we should add this small category,” Shoji said.

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Shoji worked with Ruth Sutcliffe to develop the fragrance. “We want to control our aesthetic and merchandise and the quality; we are doing everything [ourselves] in our company,” Shoji said. “This fragrance also, same thing.”