Captain Molyneux also designed lingerie and hats and commissioned perfumes, such as Numero Cinq, Le Chic and Fete de Molyneux. Captain Molyneux was also a great believer in the good luck of number five. His rapidly successful business was run from No. 5, Rue Royale and two of his best known perfumes were to be called "Numero Cinq" and "Rue Royale".
He opened new branches of his salons in Monte Carlo, Cannes, Biarritz and London. His rue Royale shop was all pearl gray, including the dresses of the vendeuses— the only house that imposed a uniform.
Introduced three perfumes in 1925, all with names associated with their rue Royale address:
- Parfum 3 was named after Maxim's restaurant
- Parfum 14 was named after Molyneux 's previous address
- Le Numero Cinq was named after current address. Curiously the perfume was sold in the USA as Le Parfum Connu, because Chanel had introduced her Parfum No. 5 in 1921.
Edward Molyneux retired in 1967 and died in 1974. Molyneux/Parfums Quartz, split from couture house in 1990 when nephew his nephew assumed control; now part of Sanofi Group.
Fodor's Europe, 1954:
"Molyneux. "Chic"— for brunettes, men or women; "le Numero Cinq" —fresh and clean, for everyone; "Magnificence"— tenacious, sumptuous with furs; "Rue Royale"— for young red-heads; "Vivre"— blondes."
"Molyneux, "No. 5." "Rue Royale" (for teenagers)"