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BCBGMAXAZRIA signs license for women's fragrance
Apr '10
BCBGMAXAZRIAGROUP announced it has signed a licensing agreement with New Wave Fragrances, a manufacturer and worldwide distributor of fine fragrances and beauty-related products. The BCBGMAXAZRIA fragrance for women will launch in March 2011 in BCBGMAXAZRIA branded boutiques worldwide, national department stores such as Macy's, Nordstrom, Dillard's, Bon Ton, Bloomingdale's and Lord & Taylor, and more than 1,000 specialty stores nationwide, including Sephora and Ulta. Additionally, the company is planning an international roll-out to Europe, Japan, Korea, Canada, Mexico, Australia and South America, as well as duty-free stores in the US and Caribbean.

Always on the forefront of fashion, BCBGMAXAZRIA is the premiere lifestyle collection for today's modern woman. Reconciling creativity with accessibility and desirability with wearability, BCBGMAXAZRIA occupies a unique position in American fashion, offering sophisticated, confident designs that take consumers from work to weekend in style. "We are thrilled to be partnering with New Wave Fragrances," said Max Azria, founder, designer and CEO of BCBGMAXAZRIAGROUP. "Their expertise in the beauty arena and creative vision make them the perfect match as our fragrance licensee."

"In three short years, New Wave has positioned itself as an innovator in the world of fragrance development and distribution," said Salo Lekach, CEO of New Wave Fragrances. "This relationship with BCBGMAXAZRIA gives New Wave the opportunity to translate Max and Lubov Azria's creative and fashion vision into fragrance. BCBGMAXAZRIA is a world-famous fashion house, and we are proud to be collaborating with it."

New Wave's team of industry veterans brings more than 60 years of combined experience in the fragrance and personal care industry, from companies such as Parlux Fragrances, Charles of the Ritz, Orlane, Max Factor and Alfin. The packaging of the new BCBGMAXAZRIA fragrance will be designed through the collective efforts of packaging designer Lance McGregor and Lubov Azria, BCBGMAXAZRIAGROUP's chief creative officer. New Wave and BCBGMAXAZRIA are working exclusively with master perfumers from Givaudan, the world's largest essential oil producer for fine fragrances, to produce their signature fragrances.


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