Romane Fragrances Rebrands To Tru Fragrance

In a strategic move to better position the company as a leader in the fragrance space, Chicago, Illinois based Romane Fragrances announced yesterday that it is re-branding to Tru Fragrance. A fragrance development partner that creates, manufactures, launches and markets private fragrance brands worldwide, the company provides retailers unique opportunities to intimately connect with consumers, unlocking enormous and untapped category potential.

Backed by 42 years of experience, Tru Fragrance offers distribution for independent and boutique retailers—both domestic and international—specialty stores, online retail and mass merchandisers. The new name takes effect immediately, in conjunction with the launch of a new website,

“Our rebranding initiative—our mission really—is about telling the true story of fragrance and the enormous power it holds in helping retailers amplify their brand and bolster their bottom line,” said Monte Henige, CEO of Tru Fragrance. “The name Tru Fragrance is a better reflection of who we are—a company that understands the intricacies and dynamics of the fragrance space, as well as the needs of the retailer and is hugely passionate about how custom scents and branded product extensions create genuine connections with consumers.”

Under the new Tru Fragrance moniker, the company will merge four decades of industry knowledge and consumer insights with a modern approach that harnesses the romance and fashion required to successfully develop and market Private Brand fragrances today. Tru Fragrance drives this process by using research and key learnings from successful partnerships with more than 75 brands. Unlike any other retail category, fragrance products have the ability to make both a visual impression and create a scent footprint in the minds of consumers.

Tru Fragrance private, custom and licensed cologne and perfume products can be found at specialty retailers, online and in mass merchandisers. The company works with high-profile retailers across the nation in the men’s, women’s and teen fragrance markets offering highly targeted fragrance selections that resonate with each retailer’s unique consumer. In addition to changing its name and launching a new visually compelling, content rich website, Tru Fragrance will move into new headquarters located just west of Chicago, complete with state-of-the-art showroom, a complete warehousing and distribution facility and a creative development center.


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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.