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TPR Adds Elie Tahari Fragrance License to Portfolio

TPR Adds Elie Tahari Fragrance License to Portfolio
From WWD - February 9, 2018

Shortly after inking a beauty licensing deal with Badgley Mischka, TPR Holdings LLC is at it againthis time, with Elie Tahari.The firm has signed a fragrance license with the fashion house with plans to launch the first fragrance in spring 2019. Terms of the deal were not disclosed."Scent has always been very important to me and I have always wanted to create a fragrance for the brand," said Tahari."We are working to expand the brand's global presence and the TPR team has proven expertise and success in the fragrance category," said Joey Gabbay, president of Bluestar Alliance, which handles licensing for Elie Tahari. "They know how to grow the brand globally within the context of a worldwide license."TPR president Brian Robinson expects the Elie Tahari deal to help TPR expand into the "best worldwide distribution," he said in a statement.The Elie Tahari deal comes shortly after TPR, which also owns Cargo, Oscar Blandi and Mally Beauty, signed a beauty license with Badgley Mischka. For that brand, TPR is planning a fragrance set to launch later this year, and a makeup collection.There is a sweet spot where a company such as minecan look to find a brand that has a very clear and unique identity and is big enough where the name is known, but not too big where they have a preexisting relationship or theyre already taken, Robinson said after the Badgley Mischka deal in January. International distributors tend to be more receptive to fragranceits an easier road, less barriers, to expanding internationally.

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