Troye Sivan‘s fragrance brand has its first U.S. retail partner.
Tsu Lange Yor, the brand founded by Troye Sivan and his brother, Steele Mellet, has inked its first retail deal, with Nordstrom Inc. In coming weeks, the brand will roll out to 51 stores, followed by launch activations in key markets like Los Angeles and New York.
The partnership comes at a great time for Nordstrom’s fragrance business, and for the category overall, which is prestige beauty’s fastest-growing in the U.S. For the first half, it grew 4 percent.
“Fragrance is a key category for us and continues to be a top performer,” said Debra Redmond, vice president and divisional merchandise manager, beauty, Nordstrom. “This is where we spend a lot of time with the team because our responsibility is to ensure the category remains inclusive, meaning we’ve got products for every customer — not just body sprays and niche, but other price points.”
Nordstrom is taking eaux de parfum such as Luca, TLY 5755 and By Your Side, as well as home fragrance pieces like candles, burner blends and hand-cast oil burners.
“Troye allows us to tell a story through a fresh lens,” Redmond said of the brand, adding that new products are inspired by Sivan’s memories. “It’s those meaningful moments that resonate with our customers. We think about providing our existing customers with newness and inspiring a sense of discovery when they shop with us, and it also invites new customers into the world of Nordstrom Beauty.”
Mellet thought the department store would “present us in a way we’re proud of,” he said. “We were in the National Gallery of Victoria in Australia, Dover Street Parfums Market in Paris. And we did three pop-ups of our own. We wanted to keep it tight.”
Now, though, he thinks the business can sustain broader distribution. “We wanted to get in front of more people, and we looked for partners that can offer a bit more scale, a bit more access, wider distribution in a way that’s protective of the brand. In Australia, that’s Mecca, and in U.S., we think it’s the same.”
The brand is eyeing expansion in the U.K. as well, and from there, Mellet plans to stay focused on its existing markets rather than expand into new ones.
“On d-to-c, U.K., Australia and the U.S. are our three major markets. We’ve gone to where the customer is,” he said. “After those, it gives us a moment to take a breath and consider where to go next. Troye obviously has fans all over, and we ship globally, but we’ll probably be looking at those next year.”