Jean Madar
Analyst · Piper Jaffray
Thank you, and good morning, everyone. Thank you for your participation on today's conference call. As we have said before, growth for our European-based operation has less to do with new product launches and more to do with building upon the strength of our brand, and worldwide distribution network.
During last year's first quarter, we introduced the Jimmy Choo signature fragrance. No new scents were launched in the current first quarter. As we build upon this fragrance with the Eau de Toilette brand expansion and between the Parfum and Eau de Toilette, Jimmy Choo brand sales had increased 68% in the first quarter of 2012.
Moving on, sales increased also 77% in the first quarter of 2012, and most of that increase has to do with one of our best ever new product launches for men called Legend. Burberry brand sales were up 12% thanks to the entire Burberry fragrance family, but especially it's newest member, Burberry Body.
Montblanc sales continue to grow, old Montblanc [ph] was fine, when one of the brand's older scents [indiscernible] did much of the heavy lifting. Introduced in 2002, so 10 years ago, [indiscernible] has been in the market for 10 years, and according to the Fragrance Foundation website, some 350 new fragrance were launched in 2011 and history repeats itself, most will be facilities [ph] in 10 years time. Even among the survivors, few will be able to boost sales growth after the decade.
Our news release yesterday project our planned Prestige launches for 2012, which we will agree [indiscernible]. However, in 2013, we probably have the most ambitious new product pipeline in our history with our proposed fragrance launches for Burberry, Jimmy Choo, Roxy and Russell, Nine West, Lanvin, Mont Blanc, Repetto, Boucheron and Paul Smith.
Moving on to our U.S. operation, as we announced, we have quite a few new products debuting this year which includes a new product called Wishes & Dreams for Bebe, Miss Madison for Brooks Brothers, Wildbloom Blue for Banana Republic and 2 flankers for Betsey Johnson and a new fragrance for Anna Sui.
In our press releases and our conference calls, we've talked about international distribution of U.S. specialty brands and how important cross-border sales have become. That has a great deal to do to brand perception which is not the same in different country. Would you be surprised to learn that in Europe, Gap fragrance or products are sold at 500 Sephora stores alongside luxury brands such as Chanel and Yemen [ph]. Similarly, Banana Republic fragrance are sold at Russia's largest retailer with 600 stores. When Russians see Banana Republic, they put emphasis on the luxury in the brands affordable luxury product.
We have history of their designers, brand owners and specialty retailer and while we have handful we can -- then can be more assurance that any agreements will be signed this year. We are looking for under the reluctant, under sale fragrance brand, like Lane Bryant as well as fragrance offerings like Repetto. As a fragrance partner, we do fragrance for them, what they cannot do for themselves.
Just before -- I'm sorry, many trade extraordinary value, we'll know we can extend the reach of their brand to new customer. But before moving to the journey I want to invite each and everyone [indiscernible] our decisions, we failed to regroup regarding the potential establishment of a new operating structure for the Burberry fragrance and [indiscernible] are ongoing. As we talked to the March, Burberry has exercised its right to evaluate the purchase price for the next buyer of the term license, if Burberry were to buyback the license, then I would read the price will be far greater, unfortunately, $250 million, which is 70% of 2010 net quarter sales of Burberry products. All evaluation of the fragrance's prior term as determined by the investment banker who has until June 30 of this year to provide evaluation. Burberry has until July 31 to determine whether it wishes to buy out the unexpired portion of the license or continue the existing contract, which runs through December 31, 2017. So there remains 3 possible outcomes: one, the new joint operating structure with Burberry; two, buyouts of remaining term of the license; or three, business as usual through at least 2017.
Beyond this reputation of the facts, we are limited in making any comments or providing any updates. One last one. We will be presenting at the 3 upcoming investor conferences, the Citi Global Consumer Concerns on May 23, the Piper Jaffray consumer conference on June 5, and the Stephen's Annual Spring Investor Conference on June 6. Also 3 are in New York. Please, operator, we can open this call for questions.