Elizabeth Arden & Varvatos ink deal
This article was originally published in The Rose Sheet
Executive Summary
Fragrance marketer has signed a global licensing agreement with apparel firm John Varvatos for the development, marketing and distribution of John Varvatos fragrances for men and women, Arden announces April 15. Deal will build upon the designer's existing fragrance offering, which comprises John Varvatos classic, Vintage and Artisan scents, launched under the company's previous deal with Shiseido, according to release. Shiseido will continue marketing the scents until June 30. Arden says the agreement "provides us the opportunity to grow our market share of the men's fragrance market with an already existing and successful men's designer fragrance brand and leverage the growing awareness of the John Varvatos brand.