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Parlux Announces GUESS? Launch a Success



Published December 9, 2005
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Parlux Fragrances, Inc. announced that the recent launch of the new GUESS? fragrance line for women has been a resounding success at retail, exceeding the company’s expectations.
The product line, launched in 2,025 department store doors in the U.S. from July through September, has achieved top ten ranking across all accounts launched to date, including the number one spot at Robinsons-May, Foley’s and Macy’s Florida. A launch party was held in L.A. in August.
The line also launched in 90 GUESS? free-standing retail stores in the U.S. and its success in those locations (virtually selling out in three days) prompted reorders and an immediate expansion by GUESS? to the full chain of approximately 190 retail doors.
Ilia Lekach, Parlux chairman and chief executive officer, announced, “This is the most successful launch that Parlux Fragrances has ever experienced. We can’t wait to follow up on the domestic success with the international roll-out, as well as with the introduction of the men’s GUESS? fragrance line in Spring 2006.”


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