SANTA MONICA, Calif. — Camp Beverly Hills is trying to regain lost ground.
The sportswear company, which launched its first fragrance in the mid-Eighties, is now working with a new licensee — Exclusive Brands International of Boca Raton, Fla. — to manufacture and market the scent.
The brand — which features a perfume spray, a splash and a variety of scented bath and beauty products — was originally developed by Colonia USA of Orange, Conn., and launched in August 1985 at the Bloomingdale’s flagship store in New York.
Colonia added the Camp Beverly Hills Men fragrance line in February 1988.
According to Jeff Stein, Camp Beverly Hills president, the two lines grossed about $8 million annually until the economy turned sour in 1990.
When Colonia’s contract expired in December 1992, it sold the remaining Camp Beverly Hills stock to Model Imperial, the parent company of Exclusive Brands.
Model Imperial distributes a number of scents in the U.S., including Elvis, Legend, Listen and Pavlova. The company is now considering establishing distribution in Europe, Russia and South America.
The overseas expansion is now being planned by Robert Kaufman, former president of Parlux, who joined the firm last month.
“The transition from our former licensee, Colonia, has caused some lapses in our retail presence,” Stein said.”However, we feel we will be able to recapture it now with Exclusive Brands.
“Model Imperial still has some inventory from Colonia,” he continued. “But as they run out, they will be recreating the products. Eventually, they will develop a new women’s fragrance line for us with new packaging. A lot will depend on how response to this collection shapes up.”
Stein said he expects first-year sales under Exclusive Brands to reach $4 million by next spring.
Camp Beverly Hills, once a hot manufacturer and retailer of sportswear here, is now strictly a licensing company with deals for women’s and children’s apparel and eyewear. The company, which Stein said grossed $18 million last year, also has franchised stores in Nevada, Florida and Puerto Rico.