8-K

UNITED STATES

SECURITIES AND EXCHANGE COMMISSION

Washington, D.C. 20549

FORM 8-K

CURRENT REPORT

Pursuant to Section 13 OR 15(d) of

The Securities Exchange Act of 1934

Date of Report (Date of earliest event reported): August 5, 2010

Perfumania Holdings, Inc.

(Exact Name of Registrant as Specified in Charter)

Florida	0-19714	65-0977964
(State or Other Jurisdiction of Incorporation)	(Commission File Number)	(IRS Employer Identification No.)

35 Sawgrass Drive, Suite 2

Bellport, NY 11713

(Address of Principal Executive Offices)(Zip Code)

(631) 866-4100

(Registrant’s telephone number, including area code)

(Former Name or Former Address, if Changed Since Last Report)

Check the appropriate box below if the Form 8-K filing is intended to simultaneously satisfy the filing obligation of the registrant under any of the following provisions (see General Instruction A.2. below):

¨ Written communications pursuant to Rule 425 under the Securities Act (17 CFR 230.425)

¨ Soliciting material pursuant to Rule 14a-12 under the Exchange Act (17 CFR 240.14a-12)

¨ Pre-commencement communications pursuant to Rule 14d-2(b) under the Exchange Act (17 CFR 240.14d-2(b))

¨ Pre-commencement communications pursuant to Rule 13e-4(c) under the Exchange Act (17 CFR 240.13e-4(c))

Item 2.02 Results of Operations and Financial Condition.

On August 5, 2010, Perfumania Holdings, Inc. (the “Company”) issued a press release announcing the sales for the month ended July 31, 2010 (fiscal July 2010) and 2^nd fiscal quarter ended July 31, 2010 for one of its wholly-owned subsidiaries, Perfumania, which operates specialty retail fragrance stores. A copy of this press release is attached hereto as Exhibit 99.1.

Item 9.01 Financial Statements and Exhibits.

(d) Exhibits:

Exhibit No.	Exhibit Index
99.1	Press Release issued by the Company on August 5, 2010

SIGNATURE

Pursuant to the requirements of the Securities Exchange Act of 1934, the Registrant has duly caused this report to be signed on its behalf by the undersigned hereunto duly authorized.

	Perfumania Holdings, Inc.
Date: August 6, 2010	By:	/s/ Donna Dellomo
		Donna Dellomo Chief Financial Officer

EX-99.1

Exhibit 99.1

Company Contact:

Michael W. Katz

President and

Chief Executive Officer

Perfumania Holdings, Inc.

631-866-4156

PERFUMANIA HOLDINGS, INC. REPORTS PERFUMANIA RETAIL SALES FOR JULY 2010

Bellport, NY August 5, 2010 - Perfumania Holdings, Inc. (NASDAQ: PERF) announced today that Perfumania, one of its wholly-owned subsidiaries which operates specialty retail fragrance stores throughout the United States and Puerto Rico, reported total net sales of $16.8 million for the four week fiscal month of July 2010 which ended July 31, 2010 versus $18.2 million for the four week fiscal month of July 2009 which ended August 1, 2009. For the second quarter of 2010, total net sales were $56.5 million versus $57.5 million last year. On a year-to-date basis, total net sales were $108.4 million in the current year compared with $104.1 million last year. For the month of July 2010, comparable store sales decreased by 6.7%. For the second quarter ending July 2010, comparable store sales decreased by 0.3%. Comparable store sales on a year-to-date basis increased by 3.2%. Comparable store sales measure sales from stores that have been open for one year or more. We exclude stores that are closed for renovation from comparable store sales from the month during which renovation commences until the first full month after reopening.

PERFUMANIA JULY, QUARTER-END, AND YEAR-TO-DATE RETAIL SALES (in $000’s):

	FY 2010				FY 2009				FY 2008
			Increase (Decrease)				Increase (Decrease)				Increase (Decrease)
Number of Stores, July		367	(0.3	%)		368	14.3	%		322
July Total Retail Sales	$	16,797	(7.7	%)	$	18,201	8.4	%	$	16,797
Quarter-End July Total Retail Sales	$	56,465	(1.8	%)	$	57,497	0.2	%	$	57,380
July Comparable Store Sales			(6.7	%)			(3.5	%)			0.7	%
Quarter-End July Comparable Store Sales			(0.3	%)			(11.6	%)			2.9	%
YTD July Comparable Store Sales			3.2	%			(10.5	%)			3.0	%

# # #

This press release may include information presented which contains forward-looking information, including statements regarding the strategic direction of the Company. Some of these statements, including those that contain the words “anticipate,” “believe,” “plan,” “estimate,” “expect,” “should,” “intend,” and other similar expressions, are “forward-looking statements” within the meaning of the Private Securities Litigation Reform Act of 1995. These forward-looking statements involve known and unknown risks, uncertainties and other factors that may cause our actual results, performance or achievements to be materially different from any future results, performance or achievements expressed or implied by those forward-looking statements. Among the factors that could cause actual results, performance or achievement to differ materially from those described or implied in the forward-looking statements are our ability to further integrate and achieve synergies between the Perfumania and Model Reorg businesses, our ability to service our obligations, our ability to comply with the covenants in our senior credit facility, general economic conditions including a decrease in discretionary spending by consumers, competition and the ability to raise additional capital to finance our expansion. Additional information regarding factors that could cause results to differ can be found in the company’s Annual Report on Form 10-K for the fiscal year ended January 30, 2010, in the section entitled “Risk Factors.”