Fusion signs deal with Robin Coe-Hutshing
Great news for fragrance lovers. Fusion Brands Inc has inked a deal with beauty pioneer Robin Coe-Hutshing for five brands. Robin is the founder of Studio BeautyMix at Fred Segal in Santa Monica, California, and the person credited for spurring the trend to discover global niche brands and sell them in open concept spaces. The Memoire Liquide Bespoke Collection, Nudite Intense, and Memoire Liquide Reserve Edition will fall under Fusion’s new Luxury Fragrance Division that is expected to announce new brands in the coming weeks. A pair of beauty brands, Soft Corp Body and Ultraflesh will be grouped under the Beauty Division.
According to WWD, Coe-Hutshing and Nicole Ostoya will consult as part of a Fusion “think tank” with creative input on the five brands. “We’re looking at company expansion through the acquisition of new brands,” said Caroline Pieper-Vogt, president and CEO of Fusion Brands Inc.
Industry experts estimate the deal to be worth approximately $25 million. The deal will allow the lines, in particular the Memoire Liquide Bespoke Collection, to expand globally and take advantage of the high-end niche fragrance trend. “We see a lot of potential for these brands. Now, they’re just getting their toes wet.”
by Dave Lackie
National Post Sniff Tests
Sniff Test, the National Post's unbiased, totally honest reviews of the latest perfumes, appears weekly on The Ampersand, the newspaper's Pop Culture blog.
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