Pinalli closes 2024 with 25 per cent growth and aims for 100 stores in 2026

"2025 has opened under the best auspices and with a well-defined development trajectory. In the first five months we have opened eight stores and our plan envisages new openings in geographical areas not yet covered, such as our recent entry into Sardinia in Cagliari and Olbia, with the aim of further strengthening our capillarity in the territory and consolidating our identity as a national chain. We confirm our goal of reaching one hundred stores in 2026. We will also continue with the restyling programme of the beauty stores, inspired by the concept introduced in Milan: contemporary, welcoming and functional environments, designed to enhance our multi-category proposal and offer an increasingly immersive shopping experience. In a positive market scenario, Pinalli stands not only as a protagonist, but as a promoter of innovation and accelerator of new trends, with a long-term oriented strategy built on solid industrial and cultural foundations". Raffaele Rossetti, president of Pinalli, the perfumery chain that closed 2024 with revenues of 170.5 million euro, up 25% on the previous year, speaks enthusiastically. "A result that not only confirms the solidity of our business model, but also rewards the teamwork, strategic vision and capacity for innovation that have characterised our journey for years," adds Rossetti.

Growth has been driven by both channels: on the one hand the retail network, which has reached 87 stores, and on the other the e-commerce channel, which is proving to be increasingly strategic and perfectly integrated with the in-store experience. "Our online platform," explains Rossetti, "is now one of the most relevant on the national beauty scene, and continues to grow thanks to a distinctive proposal, an evolved interface and an authentic dialogue with our digital community. Pinalli thus consolidates its role as a reference player in Italian beauty".

The company's approach to future development follows several directions: "We will continue to invest in strengthening relationships with partner brands, enhancing both the great international maisons and independent, new-generation brands," says Rossetti. "For many of these, Pinalli represents an ideal launch platform, able to offer visibility, a value context and a highly profiled clientele. We are also expanding the range of value-added services, such as the skincare booths introduced in 21 stores, and renewing the make-up offer in a more experiential key".

This is flanked by a strong commitment on the communication front: the recent national TV campaign - the first in the company's history - opened a new chapter, with a strong, distinctive and surprising positioning, summarised by the claim 'Pinalli you are wonder'. "It is a declaration of identity and an invitation to experience beauty as an authentic expression of oneself," concludes Rossetti. "We look ahead with enthusiasm, ready to continue our path of growth, faithful to our roots but always with an eye to the future.