Iconic Men's Fragrance British Sterling Re-Launching in May

British Sterling

NEW YORK, April 28, 2014 (GLOBE NEWSWIRE) -- Dana announces it will launch a new line of British Sterling fragrances inspired by the urban style and attitude of the U.K. The new men's line, called British Sterling 'H.I.M.', will include two new EDT fragrances and a full line of luxury grooming products that combine quality, innovation, and style in a brand designed exclusively for men.

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H.I.M., which is short for 'His Imperial Majesty', is a subtle nod to King George VI who was one of only a few British Royals to hold that title and whose military background led him to work tirelessly to strengthen the image and resolve of England after World War II.

With more than 50 million units sold, British Sterling has long been a staple for men who appreciate masculine fragrances. "For years British Sterling could be found in almost every household across America. British Sterling H.I.M. is the brand's first major re-launch so the new fragrances have been designed to satisfy the most discriminating consumers," according to Lynn Tilton, CEO of Patriarch Partners, the New York-based private equity firm that owns Dana.

The new EDT fragrances include:

• British Sterling H.I.M. 'Reserve' -- a provocative oriental blend of aromatic spices, intriguing woods and suede undertones.

• British Sterling H.I.M. 'Private Stock' -- which showcases invigorating citruses combined with bold woods, warm mosses and sensual amber.

The H.I.M. lineup will also include a complete range of luxury grooming products at affordable prices. The products include: body sprays, body washes, antiperspirants, an innovative 3-in-1 bar soap, and an advanced three-piece shave system. Prices range from $4.99 for a 3-in-1 Body Wash to $24.99 for the EDT fragrances. The fragrances will be available in stores in April, while the grooming products are planned for release in the second half of 2014.

"British Sterling is the ideal brand for men who want something new and innovative. It's masculine, stylish, and has a timeless design," said Terrence Moorehead, CEO of Dana. "We are excited to transform this highly successful fragrance into a full line of men's grooming products that will give an entirely new generation of men products they can be proud to call their own."

For more information, go to: www.facebook.com/britishsterlingcologne

About Dana

Founded in 1932 by Javier Serra, Dana is home to some of the world's most famous and enduring fragrance brands. The company has operations in more than 15 countries around the world and is looking to expand its portfolio to include a broader range of beauty products. Dana is owned by Patriarch Partners, the world's largest woman-owned private equity firm.

The photo is also available via AP PhotoExpress.

CONTACT: For more information contact: June Amira Director, Fragrance/Product Development Dana Classic Fragrances, Inc. 400 Lyster Avenue Saddle Brook, NJ 07663-5910 Bus. 201.881.7201 Cell. 201.665.4425 jamira@danaclassics.com Chris Rosasco Vice President of Global Creative Dana Classic Fragrances, Inc. 400 Lyster Avenue Saddle Brook, NJ 07663-5910 cell. 917-208-8206 crosasco@danaclassics.comSource:Dana Classic Fragrances, Inc.