Higher World Fragrance House, the Drake-founded fragrance brand, is making its first retail play.
The brand, currently comprising five home fragrances ranging in price from $48 to $80, is heading to Harrods within the U.K. It'll bow online on Monday, with an ensuing in-store rollout.
It is usually the brand’s first big move since signing a licensing cope with Parlux late last 12 months. The brand initially launched two years ago on its website.
“We wanted to start out constructing a brand with no pressure, and once we felt settled when it comes to the brand and its identity, we wanted a partner,” said Matte Babel, chief brand officer of DreamCrew and a member of Drake’s management team. “It’s a brilliant complex business...
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