Better World Fragrance House, the Drake-founded fragrance brand, is heading to Harrods in the U.K., marking the brand’s first big move since signing a licensing deal with Parlux late last year. The brand initially launched two years ago on its website.
It also marks the opening of Parlux’ lifestyle division, which oversees home fragrance and other scent-adjacent categories. “Drake’s inspiring vision for Better World, to create a luxury lifestyle fragrance house for all and create a better lifestyle for all, 100 percent aligns with what we do at Parlux,” said Lori Singer, the company’s president. “It did lead us to create this new division, which was designed to showcase our brands that are not necessarily all purely fragrance.
Better World Fragrance House is just the latest in a string of buzzy licensors for Parlux. The company also holds the license for“We leverage our bespoke development process,” Singer continued. “It’s all about meeting the needs of individual brands, it’s not a cookie cutter approach.” After kicking off the partnership, both Parlux and the brand are eyeing new categories and geographies for expansion. The brand is “about improving our immediate space,” Babel said. “How can we improve our space through scent, whether that be a personal space, a studio space or a foreign space. That will create ripple effects into other things we do as a brand. We look at how many different places someone can interact with scent and product.
France Dernières Nouvelles, France Actualités
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