Apparel, home and accessories brand Frances Valentine is claiming its next category.

Called Patio, the brand’s inaugural fragrance retails for $148 for a 100-ml. bottle and blends notes of rose, cyclamen, amber and cashmeran, searching for to evoke the sensation of summertime.

“For those who close your eyes and take into consideration what that first day of summer smells like when it hits, for me that’s honeysuckle, hedgerow and fresh-cut grass,” said Elyce Arons, who cofounded Frances Valentine in 2016 along with her longtime friend, the late Kate Spade.

The fragrance debuts direct-to-consumer and can enter the brand’s seven stand-alone stores, including a soon-to-be-opened outpost in Alexandria, Virginia. The brand estimates Patio could do $200,000 in first-year retail sales.

“I actually have all the time felt that we could possibly be the following American lifestyle brand,” said Arons, who previously helped developed fragrances at Kate Spade and felt the category can be a natural fit for Frances Valentine.

“Initially, we thought, ‘Oh, let’s do a hand cream and candle with it, too,’ but I wanted this fragrance to face out by itself,” said Arons, who also serves because the brand’s chief executive officer. Eventually though, she plans for the brand’s fledgling beauty arm to incorporate the mentioned products and more.

“The opposite beauty products that individuals have asked us for are lipstick and nail polish, and so those are possibly in our future as well,” said Arons, for whom consumer input plays an integral role in product development. “Each time I’m at a trunk show or a store opening, I come home with a notebook stuffed with things consumers have requested from us.”

In January, Frances Valentine launched its first denim collection consisting of two styles and, shortly thereafter, debuted its spring “Occasions” formalwear collection. Later this summer, the brand will play in bedding for the primary time with an Annie Selkie collaboration.

“We started off as an accessories brands making handbags and shoes, and we’ve been in a position to expand into these other product categories because our customers have given us permission to,” said Arons in a phone interview with WWD, whilst on her first beach trip of the yr in Sag Harbor, Latest York — fitting.