Parlux May Sell Ed Hardy Fragrances

2007-02-06 | 08:53

Parlux Fragrances has signed a non-binding letter of intent to launch fragrances under the Ed Hardy brand name. If the Fort Lauderdale-based fragrance maker and Ed Hardy licensee Nervous Tattoo execute a definitive license agreement, they said they anticipate launching the fragrance before the end of this year. Henry Mandell, Nervous Tattoo president, said Ed Hardy is a lifestyle brand that is fun, edgy and expresses attitude. “The fragrance category perfectly complements Ed Hardy clothing and accessories and this exciting category and our respected distribution strength will no doubt further enhance the Ed Hardy experience,” he said. Ilia Lekach, Parlux chairman and chief executive officer, called Ed Hardy “a fantastic global brand with an exciting vibe and amazing designs that make everything they create stand out from anything else on the market. It perfectly targets our audience.”