BCBGMAXAZRIA Signs License for Women's Fragrance

VERNON, Calif., April 26 /PRNewswire/ -- BCBGMAXAZRIAGROUP announced today it has signed a licensing agreement with New Wave Fragrances, a manufacturer and worldwide distributor of fine fragrances and beauty-related products. The BCBGMAXAZRIA fragrance for women will launch in March 2011 in BCBGMAXAZRIA branded boutiques worldwide, national department stores such as Macy's, Nordstrom, Dillard's, Bon Ton, Bloomingdale's and Lord & Taylor, and more than 1,000 specialty stores nationwide, including Sephora and Ulta.  Additionally, the company is planning an international roll-out to Europe, Japan, Korea, Canada, Mexico, Australia and South America, as well as duty-free stores in the US and Caribbean.

Always on the forefront of fashion, BCBGMAXAZRIA is the premiere lifestyle collection for today's modern woman. Reconciling creativity with accessibility and desirability with wearability, BCBGMAXAZRIA occupies a unique position in American fashion, offering sophisticated, confident designs that take consumers from work to weekend in style. "We are thrilled to be partnering with New Wave Fragrances," said Max Azria, founder, designer and CEO of BCBGMAXAZRIAGROUP.  "Their expertise in the beauty arena and creative vision make them the perfect match as our fragrance licensee."  

"In three short years, New Wave has positioned itself as an innovator in the world of fragrance development and distribution," said Salo Lekach, CEO of New Wave Fragrances. "This relationship with BCBGMAXAZRIA gives New Wave the opportunity to translate Max and Lubov Azria's creative and fashion vision into fragrance. BCBGMAXAZRIA is a world-famous fashion house, and we are proud to be collaborating with it."

New Wave's team of industry veterans brings more than 60 years of combined experience in the fragrance and personal care industry, from companies such as Parlux Fragrances, Charles of the Ritz, Orlane, Max Factor and Alfin. The packaging of the new BCBGMAXAZRIA fragrance will be designed through the collective efforts of packaging designer Lance McGregor and Lubov Azria, BCBGMAXAZRIAGROUP's chief creative officer. New Wave and BCBGMAXAZRIA are working exclusively with master perfumers from Givaudan, the world's largest essential oil producer for fine fragrances, to produce their signature fragrances.

About BCBGMAXAZRIAGROUP

BCBGMAXAZRIAGROUP designs, develops, produces and markets complete collections of women's ready-to-wear and accessories, each known for being at the forefront of creativity, quality and style.  The Group is one of the worldwide leaders in ready-to-wear, encompassing a portfolio of over 20 brands, including BCBGMAXAZRIA, Max Azria, Herve Leger by Max Azria and BCBGeneration, among others, and a retail and wholesale network that includes more than 13,500 points of sale throughout the world. For more information, please visit www.bcbgmaxazriagroup.com.

About New Wave Fragrances, LLC

New Wave Fragrances LLC. is a leading manufacturer and worldwide distributor of prestige fragrances. New Wave is focused on identifying and developing trendsetting brands that are on the pulse of the fashion-forward consumer. New Wave is known for its sexy, edgy and innovative product lines, including Ed Hardy, True Religion and Christian Audigier Fragrances. Its fragrances are distributed worldwide at fine department stores, specialty stores and perfumeries. For more information, please visit newwavefragrances.com.

SOURCE BCBGMAXAZRIAGROUP