Perfumania Holdings Inc., a fragrance-maker and retailer, debuted “ Success By Trump” exclusively at Macy’s stores in 2012. It released a follow-up at the department-store chain in March 2015 with “Empire by Trump” -- a men’s scent with notes of peppermint and spicy Thai, according to its publicity materials. Just three months later, Trump’s comments on Mexico caused Perfumania to quit selling the Trump brand, creating a glut of inventory to unload. At the time, Trump told Forbes that “they’ll all be back.”
The president was at least right about Perfumania. Its relationship with the Trump brand resembles the volatile political fortunes of Trump himself. After bailing on him when he was seen as a fringe candidate with little chance, Perfumania brought back Trump products like deodorant and eau de toilette when he captured the White House last year. The company didn’t seem eager to talk about it. Repeated calls and e-mails to the company’s CEO and public-relations staff weren’t returned. In one instance, a PR staffer hung up the phone.
Perfumania has been struggling. Sales declined 13 percent to $489.8 million in the 12 months through October, which are its most recently reported results. Its stock has tumbled 21 percent in the past year.
At Trump Tower
Sears Holding Corp., the struggling department-store chain, recently stopped selling Trump-brand home items and said in a statement that it often removes products based on demand. But it added that there were plenty of Trump goods in its marketplace, where independent sellers post their own items.
At Trump Tower in New York City, Ivanka’s brand was more prominently displayed than her dad’s. On the ground floor, there’s a boutique dedicated to her jewelry. Across from it are cases of other Trump gear, but most of it is branded Trump Hotel and Trump Tower. In the basement, there’s a gift shop filled with campaign tchotchkes. Outside the store is a kiosk with shelves built into a hallway filled with some Donald Trump-branded goods for tourists, including “Empire By Trump” deodorant for $15 -- triple the $5 that Perfumania charges.
“Retailers will sell lines and products that they can make money on,” said Craig Johnson, president of retail consulting firm Customer Growth Partners. “If they’re not making money, they probably won’t renew that contract.”
This article was provided by Bloomberg News.