Arden acquires licenses for Ed Hardy, True Religion and BCBGMAXAZRIA scents

Published: 6-Jun-2012
Fragrance Finance

Buys brands from New Wave Fragrances in an undisclosed transaction


Elizabeth Arden has acquired the global licenses and certain related assets for the Ed Hardy, True Religion and BCBGMAXAZRIA fragrance brands from New Wave Fragrances. Terms of the transaction were not disclosed. However, Arden expects the transaction to be accretive to earnings in the fiscal 2013 and says it will provide further discussion and guidance for fiscal 2013 during its fourth quarter and fiscal 2012 conference call in August 2012.

Introduced in 2008 and inspired by tattooist Don Ed Hardy, the Ed Hardy portfolio has since expanded to include Love & Luck, Hearts & Daggers and Ed Hardy Born Wild. The True Religion fragrance launched in the US in 2008 and has also expanded to a portfolio of brands, while the BCBGMAXAZRIA women’s fragrance debuted in the US last autumn.

The new brands join names including Elizabeth Taylor, Britney Spears, Juicy Couture and Giorgio Beverly Hills as part of Arden’s fragrance line up.
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