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BCBG to Launch Frangrace

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    NEWSLETTERS

    Fragrance seems increasingly the way to drive profit for any fashion brand, as BCBG Max Azria (a company in the midst of its own financial issues) has just inked a deal with New Wave to create a scent.

    The news comes on the heels of a New York Post report yesterday the company has put itself up for sale. The company itself told both the Post and WWD that it does not comment on "rumors."and Lubov Azria told WWD simply that the perfume serves to complete the company's "lifestyle brand." Max Azria added: "Fragrance is important to any designer’s business. It enables us to reach a much broader audience. We expect to be very successful and for it to represent a significant portion of our business."

    The deal with New Wave would put the fragrance out in the market in a very big way, since by March 2011, bottles will be in BCBG boutiques, department stores like Macy's, Nordstrom, and Bloomingdales, as well as beauty-focused stores like Sephora.