Top Companies Report

45. Parlux Fragrances, Inc.

July 12, 2011

Fort Lauderdale, FL

954.316.9008

www.parlux.com

Sales: $123 million


Sales:

$123 million. Net income: $1.2 million, for the year ended March 31, 2011.


Key Personnel:

Frederick E. Purches, chairman and chief executive officer; Frank A. Buttacavoli, executive vice president/chief operating officer; Raymond J. Balsys, chief financial officer; Kathleen Galvin, vice president, marketing and advertising; Hedy Abromovitz, vice president, operations; Craig Ahlheim, vice president, US sales; Lesbia Röner-Hansen, vice president, international sales.


Major Products:

Fragrances including 12 scents for women and men marketed under the Paris Hilton umbrella; four scents comprising the “Fancy” collection by Jessica Simpson; Ecko scents for men—Marc Ecko Original and Blue and Ecko Unltd.; two Queen Latifah fragrances, plus eponymous specialty lines for Josie Natori and Nicole Miller.


New Products:

Reb’l Fleur by Rihanna, Marc Ecko Blue, I Fancy You by Jessica Simpson, The Passport Collection by Paris Hilton. In addition, the first women’s scent from American designer Vince Camuto is planned for this summer and in 2012, there will be launches of men’s fragrances for both Kanye West and Vince Camuto.


Comments:

Sales for the year ended March 31, 2011 were $123 million, down from the company’s prior year’s performance of $148.1 million, which included net sales of $43.0 million from Guess? brand products, which are no longer sold by the company.


Excluding Guess?, continuing brand sales increased by 16%, according to Parlux. And when combined with significant cost control measures, the company was able to report a profit compared to significant losses in the previous two years. Net profits for the year ended March 31, 2011 were $1.2 million compared to a loss in the prior year of $14.8 million.


With Guess? out of the mix, Parlux is tuning up its musical connections, rolling out its first fragrance under its license with superstar entertainer Rihanna. The firm utilized a high-profile social media campaign which featured an interactive viral video featuring the artist as “a rebel and a flower,” enticing the viewer to choose between viewing Rihanna as a good girl or bad girl. The video has generated millions of viewings, as well as sales, according to company officials. In addition, Parlux will launch a men’s fragrance under its license with rapper Kanye West in the spring of 2012.


This summer, Parlux will launch its first women’s fragrance under its agreement with Vince Camuto, a renowned women’s shoe and accessories designer.


Fred Purches, chairman and chief executive officer of Parlux, stated that he was “looking forward to an exciting year of growth” at the company.

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