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Shoe designer sees scent as key step in building lifestyle brand.
June 4, 2010
By: TOM BRANNA
Editor
Vince Camuto knows shoes. Now, he’s tackling fine fragrance, having announced a new partnership with Parlux. Greenwich, CT-based Camuto Group and Ft. Lauderdale, FL-based Parlux have signed a 5-year exclusive licensing agreement to develop a signature women’s fragrance under the company’s heritage line, Vince Camuto. Projected to hit retail shelves in fall 2011, the perfume is being billed as contemporary and refined. According to Camuto, the “scent we are working on is dynamic and elegant. It embodies the Vince Camuto woman— timeless and confident…Today’s modern woman knows what she wants and is eager for a fragrance that goes from day to night, accenting her effortless style.” Adding a scent is the “exciting next phase on our way to building a complete lifestyle brand,” continued Camuto, who was a founding partner of Nine West Group, and is now on a quest to make Camuto Group a recognizable brand on its own. Camuto Group currently owns the Vince Camuto and Arturo Chiang brands and holds the footwear license for BCBGeneration, BCBG Max Azria, Lucky Brand, kensiegirl and Banana Republic. The firm also designs and sources footwear for Tory Burch and has a partnership with the apparel lifestyle brand Sanctuary. In addition, Camuto is the master licensee for the Jessica Simpson Collection—a brand Parlux knows well, having worked with the singer/actress/designer on her own fragrances, Fancy Jessica Simpson and Fancy Love as well as her next release, Fancy Nights, due out this summer. “The successful collaboration on the Jessica Simpson fragrance franchise exemplified the level of commitment and expertise of the entire Parlux team and we look forward to working together on this new project,” Camuto said in a press statement. The leadership at Parlux is equally excited about the venture. “I’m very optimistic,” Parlux chief executive officer Fred Purches told Happi in a phone interview prior to the announcement. Pointing to the growth potential of Camuto as a fashion lifestyle brand, Purches continued, “I think we are ahead of the curve with this.”
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