Distribution

Beauty Star conquers northern Italy (and challenges the beauty giants)

Naïma Beauty Star, part of the Padua-based Dmo group: it took over 22 outlets of the Vallesi company, formerly Modus branded

by Marika Gervasio

30 June 2025

3' min read

Naïma Beauty Star, part of the Padua-based Dmo group, is being strengthened: it has taken over 22 outlets of the Vallesi company, which already had the Modus brand. Mostly scattered in Veneto and Piedmont, but also in Friuli-Venezia Giulia, Valle d'Aosta and Tuscany, they will be integrated into the corporate network of the Naïma perfumery group, an Italian chain of perfumeries founded in 2017 and now present on the national territory with 400 perfumeries, including those under the Beauty Star sign. Objective: 100 shops by 2026.

The operation is part of the expansion plans of Dmo, based in Pernumia (Padua), a company owned by the Celeghin family. Beauty Star, founded in 1989 in Santa Maria di Sala (Venice), had until yesterday 67 sales outlets scattered throughout northern Italy; with this investment, it will now touch 89 shops, with the declared objective of breaking through the 100 mark by 2026. The acquisition has been structured in such a way as to ensure that all the new shops are already operational in these days and that their employees, approximately 80, are fully employed.

Turnover in Dmo's beauty sector will grow from the current EUR 50 million to around EUR 65-70 million; an equal increase will obviously be experienced by the entire group, which until yesterday totalled around EUR 300 million in turnover (and more than 1,700 employees), with EBITDA expected to rise sharply, +25%.

Beauty Star also confirms its strategic positioning within the Naïma group, of which it is one of the most relevant realities and to which more than 400 sales outlets in Italy belong. Objective: to increasingly strengthen a large, solid and profitable Italian reality, to continue to compete with foreign multinationals in the beauty sector.

"We are once again betting on the future, especially through continuous new openings. Today we are planning a further expansion of the brand. We have initiated a costly, I would say extraordinary operation, because we were concerned, first of all, to continue our important development projects; then, to keep a reality like Modus in Italian hands. We believe that in our country there are still great opportunities in the perfumery channel and we are intent on becoming one of its main players," explains Fabio Celeghin, president of Dmo, an acronym that stands for Dettaglio Moderno Organizzato. Also part of the group, founded by his father Giovanni, is Caddy's, the Italian chain of shops specialising in the sale of personal and home care products; it has some 296 outlets throughout the country.

The ex-Modus network will be integrated into that of Beauty Star, strengthening its presence in strategic areas, especially in northern Italy. "But, as they say, the best is yet to come," explains François Xavier Tah, commercial director of Dmo, "Our ambition in fact does not stop: we want to increasingly implement our presence in the Italian territory, we are constantly looking for structured opportunities that will allow us to achieve this goal. We are now looking with great interest especially at Emilia Romagna and Central Italy'.

Celeghin concludes: 'We are a unique reality, we are key players in distribution in two different sectors that we connect with each other, i.e. directly with Beauty Star perfumeries and Caddy's drugstores. Here, I guarantee: we will continue to invest in Italian distribution'.