In 2004, Elizabeth Arden acquired the licensing rights to fashion house, Gant. However, as the market for fragrances grows, Elizabeth Arden is taking note and planning to cash in. The brand’s third male fragrance, Gant Silver, was launched recently, although official rollout is planned for mid-September in some Scandinavian countries. The rest of the world will have to wait a little longer to get their hands on the scent. Reports indicate that worldwide, Gant Silver will be available in ‘4,000 doors’. In addition to two sizes EdT, there will also be a deodorant stick.

According to online reports the launch of Gant Silver at this time was meant to coincide with a rebirth of the Gant fashion house.