Louis Vuitton Fragrance Sales

After years of persuading well-heeled shoppers to carry monogrammed luggage and wear luxury clothing, Louis Vuitton is targeting how they smell. In September, the label, owned by French conglomerate LVMH, will begin stocking its 473 stores with perfumes, including at least one infused with a note of leather. Vuitton has sold fragrances before: An attempt in the 1940s was discontinued and soon forgotten. But this time the trunk maker has developed the range itself, hiring a master perfumer and setting up a fragrance laboratory in France’s lavender-rich Provence region. “At a time when luxury brand competition is so intense, you want to have something else to draw that aspirational shopper into the store,” said MainFirst Bank AG analyst John Guy. He estimates the perfumes could add more than 450 million euros ($496 million) of annual revenue in the next few years.

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