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“This year is going to be very strong for both brands“ |
Colorful Licenses President Cees Homburg |
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NETHERLANDS. Dutch firm Colorful Licenses has appointed Beauty2Market to distribute the Oilily beauty collections and Betsey Johnson fragrances in the Western Hemisphere, with immediate effect.
Commenting on the deal with the New York-based specialist, Colorful Licenses President Cees Homburg said: “Beauty2Market has the high level experience and knowledge that we are looking for in duty free. I am certain the team will continue the great work that we have already developed in the region for the Oilily fragrance and accessories and the newly launched Betsey Johnson fragrance.
“This year is going to be very strong for both brands and we are very much focused on developing the market,” he said. “The success of the recent launch of Betsey Johnson’s new fragrance in the US domestic market means we have a great start in the duty free arena as demand and brand awareness is already very high.”
Beauty2Market Co-Founder and Principal David Tillman said: “Our aim is to make certain that all clients have been exposed to the brands prior to April’s IAADFS event, and to begin listing the brands as widely as possible to take advantage of the penetration achieved within the US domestic market.”
Colorful Licenses, which has been the licensee for Oilily fragrances and accessories for the past 18 years, launched the Betsey Johnson fragrance collection in September 2006.
Oilily is distributed throughout the US domestic market through the Oilily boutique network and department stores.
The Betsey Johnson fragrance line is now distributed in 1,000 department stores across the US, including Bloomingdale’s, Macy’s and Nordstrom, and by the end of March this number will rise to 1,250.
Enthused Homburg: “We are still launching across the US and the reaction from retailers has been fantastic with total sell-out in several cases. Now we are working on the next phase of the launch, which is in Europe and the Middle East.”
The international roll-out will take place over the coming six months, starting with Spain, Germany and the UK. In the Middle East, where Betsey Johnson has a strong presence, distribution will begin in Kuwait and Saudi Arabia. Distribution will continue throughout the year in Asia, in particular Japan, where Betsey Johnson has a huge following and presence.
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“We will make certain Betsey Johnson is well positioned to succeed in travel retail“ |
David Tillman Beauty2Market Co-Founder and Principal |
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Beauty2Market’s Tillman said: “As this expansion occurs and an increasing number of travellers become exposed to the vibrancy, excitement, playfulness and point of sale impact of the brand, we will make certain Betsey Johnson is well positioned to succeed in travel retail.”
Cruiseships and airport shops will be the first priorities for listings, he said, with plans to introduce the brand to the US/Canada border stores as the brand expands in that local market.
About Beauty2Market
Beauty2Market is a full service sales, marketing, distribution and strategic development group offering a range of tailored services. Within its speciality in the HBA industry, the company assists niche brands to begin or develop international marketing strategies. Specialising in both domestic and travel retail markets, B2M handles the operational aspects of exporting products and manages the relationship between client brands and their international partners. The group maintains close relationships with independent distributors and key domestic and travel retail retailers in most international markets, enabling targeted overseas product distribution.
For details on Colorful Licenses, contact Cees Homburg, President, tel: +31 725662289, or e-mail cho@colorful-licenses.nl
For details on Beauty2Market, contact David Tillman or Marie-Clothilde Brulé, tel: + 1 914 235 4080, or e-mail dctillman@beauty2market.com, marie-clothilde.brule@beauty2market.com
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