NEW YORK — Even while Asprey dives into the fragrance arena next month with the launch of Purple Water, the British luxury brand is working on separate men’s and women’s fragrances that could be launched as early as next year.
During a press event at Asprey’s New York store Tuesday morning to introduce Purple Water, a unisex eau de cologne, Robert Donofrio, chief executive officer of A&G Group USA, discussed the impact of fragrance on the business. “It is an important link to the Asprey expansion,” he said. “The brand has always been about lifestyle [and] fragrance is very natural in the lifestyle [positioning].” London-based A&G Group is parent to the Asprey and Garrard brands.
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Asprey is expected to introduce Purple Water when its new store opens on London’s Bond Street on April 28. Purple Water also will be carried in Asprey’s New York and Beverly Hills stores right off the bat. However, Donofrio believes its distribution could be expanded into upscale specialty chains. Though nothing has been confirmed, Donofrio cited discussions with Neiman Marcus and Saks Fifth Avenue regarding in-store Asprey boutiques. He thinks expanded distribution of the scent is “possible before the close of 2004.”
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While Donofrio wouldn’t comment on sales figures, industry sources indicated Purple Water has the potential to do between $1 million and $1.5 million at retail in its first year. At launch, there will be a 300-ml. bottle of Purple Water for $215 and a fragranced candle for $140. Soon thereafter, a travel set will be added to the collection, as will a 10-ml. version of the scent, a larger candle and a set of three candles. The travel set will include a 300-ml. fragrance, a 75-ml. fragrance and a funnel.
From the scent’s color motif — purple, in the color of the house — to the juice’s olfactory accords, like jacaranda, Purple Water is signature Asprey. The scent was blended by Alberto Morillas of Firmenich and also features top notes of lemon and mandarin. The heart of the scent includes notes of ginger and basil, and it has a base of vetiver and musk. Asprey designer Thierry DeBaschmakoff created the bottle, which emulates a glass match striker, and the cap evokes the brand’s signature button. The purple outer packaging is decorated with the corporate engine turning pattern, as is a label on the bottle.
— Matthew W. Evans