Press Releases: True Religion Signs Fragrances License

by Fragrances Launch
August 01, 2007

VERNON, Calif.--(BUSINESS WIRE)--Aug. 1, 2007--True Religion Apparel, Inc. (Nasdaq:TRLG) today announced it has signed a licensing agreement with Selective Fragrances dba New Wave Fragrances, a manufacturer and worldwide distributor of fine fragrances and beauty-related products. In one of the company's widest opportunities for product distribution, the True Religion brand fragrances for women and men will launch worldwide in fall 2008 in True Religion branded stores, national department stores such as Neiman Marcus, Saks Fifth Avenue, Nordstrom, Bloomingdale's, and Barneys New York, and more than 1,000 specialty stores, including Sephora and Ulta. Additionally, the company is planning an international rollout to Europe, Japan, Korea, Canada, Mexico, Australia and South America, as well as duty-free stores in the U.S. and Caribbean.

"We are very excited to partner with Selective Fragrances to add fragrances to our expanding line of licensed True Religion products," said Jeffrey Lubell, chairman and chief executive officer. "Selective's breadth of knowledge and artistic vision made a great impression on our team, and they now have a rich palette of almost two dozen potential scents in preliminary development stages. We are confident that this new partnership will result in two unique fragrances and accompanying packaging that capture the spirit of California bohemian chic that evokes the iconic True Religion brand."

"The sales potential for a fragrances line represents a tremendous opportunity for our company and brand and stands to be our largest license," said Michael Buckley, president. "With Selective dedicated to spending approximately 20% of sales on direct consumer advertising and marketing, this agreement will further secure True Religion as a premium aspirational brand and substantially increase consumer awareness and customer demand when the advertising campaign kicks off in fall 2008."

Selective Fragrances' team of industry veterans brings more than 60 years of combined experience in the fragrance and bath/body product lines, from companies such as Parlux Fragrances, Charles of the Ritz, Orlane, Max Factor and Alfin. Selective Fragrances is working exclusively with master perfumers from Givaudan, the world's largest essential oil producer for fine fragrances, to produce the True Religion signature fragrances. The packaging of the new True Religion Brand fragrances will be designed through the collective efforts of Jeffrey Lubell, True Religion's chief merchant, and Selective Fragrances' design team.