Romane Fragrances Changes Name to Tru Fragrance

Romane Fragrances announced it is rebranding itself with a new name—Tru Fragrance. 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.”

In addition to changing its name and launching a new website, Tru Fragrance will move into new headquarters just west of Chicago, complete with a showroom, warehousing and distribution facility, and a creative development center.

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