NEW YORK — Limited Brands Inc.’s Bath & Body Works is latching on to the star power of Sir Elton John and his passion for candles — in time for the holiday season.
The company announced a new collection of home fragrances — a collaboration between the rock star and Harry Slatkin, president of Home Design for the parent company — that makes its debut Tuesday at its Bath & Body Works stores and its White Barn Candle Co. stores. It will also be available online at bathandbodyworks.com.
Neil Fiske, CEO of Bath & Body Works expects the collection, inspired by John’s country estate in England, to generate sales of $10 million in the first year, 10 percent of which will be used to benefit the Elton John AIDS Foundation.
“Clearly, this has the potential to be big,” Fiske said Tuesday, after a news conference where he was joined by the rock star and Slatkin.
The Elton John Fireside Home Fragrance Collection, ranging in price from $7.50 to $16.50, includes scented candles, scented stones and home fragrance oils. The collection is expected to be expanded to include soaps and other categories.
John, dressed in a black pinstriped suit and sporting one diamond earring, said the partnership with Bath & Body increases exposure for his foundation, which has raised $100 million since it was established in 1992.
Last year, Bath & Body Works acquired Slatkin & Company, which has been a major force in the high-end fragrance market.
Slatkin said he became friends with John eight years ago, when the two collaborated on a line of candles, a partnership that raised a total of several hundred thousand dollars for John’s foundation. John had been a big fan of Slatkin’s store in Manhattan, which is now closed.
“He has a passion for candles. He is my kind of guy,” Slatkin said.
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