Parlux Fragrances said it has signed a non-binding letter of intent to launch fragrances under the Ed Hardy brand name.
If the Fort Lauderdale-based fragrance maker and Ed Hardy licensee Nervous Tattoo execute a definitive license agreement, they said they anticipate launching the fragrance before the end of this year.
Henry Mandell, Nervous Tattoo president, said Ed Hardy is a lifestyle brand that is fun, edgy and expresses ed hardy dresses attitude.
"The fragrance category perfectly complements Ed Hardy clothing and accessories and this exciting category and our respected distribution strength will no doubt further enhance the Ed Hardy experience," he said.
Don Ed Hardy is a painter, printmaker and tattoo artist. His work is in the collections of the Honolulu Academy of Art; the Contemporary Museum, Honolulu; the San Franciscoed hardy intimates lingerie Fine Arts Museum Achenbach Collection; and the University of Colorado Fine Art Galleries.
Ilia Lekach, Parlux (NASDAQ: PARL) chairman and chief executive officer, called Ed Hardy "a fantastic global brand with an exciting vibe and amazing designs that make everything they create stand out from anything else on the market. It perfectly targets our audience."
Parlux shares closed up 4 centsed hardy swimwear to $6.27. The 52-week high was $19.24 on Feb. 22. The 52-week low was $4.43 on Aug. 14.
The article is from http://www.bizjournals.com/southflorida/stories/2007/02/05/daily3.html