MILAN, Dec. 26 (Class Editori) - In China, 2020 will be an important year. "We will accelerate the opening of new stores," explained Paolo Vranjes, CEO of the company of the same name, "and in the Arab countries we will arrive at about ten openings in four years". In parallel, the network of direct single-brand stores will grow, which are already a dozen in Italy, and the presence in the large commercial spaces of China, Japan where next year will open the fourth store in collaboration with the Japanese partner, the Arab countries and the United States.
"We don't make perfumes, we create objects that furnish and perfume". This is the essence of the entrepreneurial vision of Paolo Vranjes who together with his wife Anna Maria has been able to develop a center of excellence, Dr. Vranjes Firenze, which brings the atmospheres and olfactory experiences made in Florence in about seventy countries worldwide.
The company based in Florence has 36 years of activity and has been able to consolidate a leading role in the luxury sector of products for ambient fragrance. Continuous growth attracted the attention of many investors and a courtship, in July 2017, ended with the British fund BlueGem Capital Partners which acquired 70% of the company. The entry of the fund made it possible to launch new expansion plans, both in terms of market and products, pushing sales to double-digit growth to 15 million on 31 December last year.
"Now we are ready to present our scented candles following the same philosophy that in 2008 led to the creation of the icon-bottle in cast glass inspired by the octagonal base of Brunelleschi's dome," explained Vranjes, "also in this case the blown vase which contains the candle will be a creation of Florentine master craftsmen. Florence is our city of choice to which we owe a lot, humanly and professionally."
After the fragrance created to celebrate the company's 35th anniversary, the "Giglio di Firenze", a tribute to the flower-symbol of Florentia from the 11th century, Dr. Vranjes is ready to launch Milano, a spicy fragrance in which the notes of patchouli are invigorated by pepper and sandalwood to give energy to living areas.
The choice to transform a passion into an entrepreneurial vision dates back to 1983 when Paolo Vranjes, chemist and cosmetologist, together with his wife founded the Antica Officina del Farmacista in Florence which today has 125 employees and training programs capable of attracting other talents to the company in Bagno a Ripoli,on the hills a few kilometers aways from Florence.
2019 was a year of strong growth, around 25%, but the goal is to go far beyond the next three years. "Thanks to our network of international relationships and partnerships but also thanks to e-commerce," explained Vranjes, "we have just strengthened our online presence and the shop which currently is worth 10% of the turnover with orders for over 60% from abroad it will develop, also thanks to the new products". Key points in the work to strengthen the online presence were the strategic optimization of the user experience from a mobile first perspective and the restyle of the entire website.
The listing on the Stock Exchange is not on the horizon but the expansion of the range could also pass by examining some opportunities to start acquisitions in collateral and complementary sectors but always very characterized, as it was, at the beginning, in the production of perfumers the environment, real "olfactory impressions" which today take the form of fifty personalized room fragrances, as distinctive as they are recognizable.
"Florence boasts an ancient tradition in the processing of essences and perfumes," concluded Vranjes, "and it is on the high quality artisan line that we wanted to base our work and on this path we will continue to walk". As proof, here is the made-to-measure private label reserved for spas, wellness centers and hotels that have asked Dr. Vranjes to create ad hoc fragrances starting from their internal thermal sources. In the meantime, in Bagno a Ripoli has been formed a team for an equally customized cosmetic production.
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