Fragrance News
Issue 1. Autumn 2009
True Religion debuts in Harrods
True Religion, from New Wave Fragrances, debuts exclusively in Harrods’ Black Hall on October 11th fresh from its runaway success in Germany where it has become the leading fragrance brand in Douglas since launch at the end of August this year.
Its impact in Germany was expected following the success of the launch in North America, its home market, where Jeffrey Lubell created the True Religion premium denim fashion line in 2002. It was soon described as being bohemian, hippie-chic for which, of course, there is a hefty price tag.
The fashion has a strong vintage appeal and this look is carried through to the fragrance with the design of the flacon. True Religion is expected to go nationwide in selected stores next year.
New Wave Fragrances opened a UK subsidiary in May and achieved an immediate success with the launch in July of the prestige Ed Hardy Original men and women’s fragrances.
The Managing Director of the UK subsidiary is Brendan Maye, a recent former Managing Director of P&G Prestige Products.
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© 2009 by The Fragrance Foundation UK. All rights reserved.
Details correct at time of publication
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