US. Elizabeth Arden International (a wholly-owned subsidiary of Elizabeth Arden Inc) has signed an exclusive licensing agreement with GANT Company, to manufacture and distribute fragrances and associated products for GANT, effective 1 July 2003.
GANT is a global premium men’s lifestyle brand, which will expand into the women’s sector in Spring 2004. It offers a full range of clothing and accessories for men, boys and babies. Watches, footwear, eyewear and home products are also produced under licence for the brand, which to date is established in 54 countries via 154 GANT stores, in addition to various selective retailers.
The first product line to be launched by Arden under the GANT brand will be a men’s fragrance, planned for Autumn 2004. This will be followed by a range of “innovative new products” according to the company.
“We are very pleased about this new alliance. It means a new start for us,” commented GANT ceo Arthur Engel. “Elizabeth Arden’s global distribution capabilities will guarantee a truly global expansion for GANT fragrance and related products. By marrying GANT’s strong brand image with Elizabeth Arden’s expertise, we will be able to capitalize on our combined strengths.”
Elizabeth Arden International senior vice president and general manager Jacques Steffens added: “This new relationship with a great fashion brand such as GANT is furthering our strategy to continue to develop our worldwide prestige fragrance franchise.”
“GANT’s strong brand image, its heritage and the ambition of its energetic team of people provide a perfect fit with Elizabeth Arden’s expertise in the development and marketing of prestige fragrance products, its business goals and culture. We are convinced that we will create a range of products which will not only complement our strategy but will meet the needs of our customers and consumers alike.”
