Fabrice Penot, who worked as a perfume executive for Armani prior to launching the line, spoke about his and Edouard's rather humble business plan. Their success exceeded their wildest dreams, however, due to the public's response to their product. Penot said, "We launched the brand five years ago in Nolita, in our first little store on Elizabeth Street with the goal to sell four perfumes a day. Our best dream — we wanted to go to Barneys four years after the launch." Three months after opening the shop, it caught the eye of Barneys New York, and the rest is history.