Acquisitions and new strategic targets for the development of the Naïma group
«Naïma ha chiuso il 2024 con un fatturato di 330 milioni di euro con una crescita dell’8,8%. Tutti e tre gli assi di mercato, fragranze, make up e skincare hanno registrato dinamiche positive con particolare attenzione al make up e allo skincare, settori che hanno registrato andamenti decisamente superiori alla media di mercato. Dal punto di vista della rete vendita, lo scorso anno si sono susseguite ventuno nuove aperture permettendo di ampliare la copertura nazionale del nostro gruppo. E per il 2025, il trend resta positivo e superiore alla media di mercato in un contesto che si sta dimostrando più complesso rispetto al passato»: così Daniele Siciliano, direttore generale di Naïma, commenta i risultati e le previsioni del gruppo di profumerie che ha raggiunto un totale di quasi 400 punti vendita anche grazie all’ingresso, avvenuto a febbraio 2025, di due insegne: Beauty Star e Sinatra.
"Our development goals are focused on expansion, growing brand awareness, and continuously improving the quality of the experience guaranteed to our customers," Siciliano continues, "Naïma has a strong territorial penetration at a national level, a goal that has been set for years. However, the number of points of sale is secondary to the ability to offer an increasingly consistent and quality service. For our group, this is fundamental and is achieved through long-term investment in personnel capable of interpreting the needs and offering tailor-made solutions to our customers.
And he adds: "It is fundamental to strengthen the bond with the public and give customers a rich and satisfying experience that goes beyond the mere moment of purchase. An increasingly personalised interaction both inside and outside the store, capable of creating the relationship of trust and satisfaction that will lead our customers to return to our perfumeries for all their beauty needs. We are looking at new customer targets by focusing on expanding the offer that, while maintaining the large luxury and beauty brands as our core business, opens up to indie brands with only one real condition: product quality". All this is accompanied by an increasingly digital and social communication strategy to broaden the audience. "In addition to this," Siciliano concludes, "together with Bain & Company we have created a development plan that will touch the group's most strategic areas and will see us committed to implementing them over the next few years, with the aim of becoming a leading player in the world of beauty.
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