Strategic retail expansion for the development of Vranjes Firenze
"Our brand is experiencing a moment of great evolution. We remain deeply attached to our Florentine roots, but with an increasingly innovative and international outlook," is optimistic Giuseppe Colotto, CEO of Vranjes Firenze, the 42 million euro turnover Florentine perfume house that recently obtained B Corp certification.
Exports account for over 70% of revenues with a balanced distribution between Europe and Asia. "It is a strategic pillar of our growth," explains Colotto, "It allows us to enhance the Made in Tuscany brand as a symbol of excellence and authenticity in the world. We are present in more than 75 countries, with 43 single-brand boutiques, 33 shop-in-shops and 32 foreign distributors, as well as 11 e-stores reaching more than 35 markets. Our core markets remain Italy, Japan, the Middle East and the UK, where we recently opened the Mayfair boutique, obtained a dedicated space for eau de parfum on the ground floor of Harrods and are almost ready to open a new flagship store in Piccadilly. These are areas where the brand enjoys good recognition, but we also want to reach out to new consumers, broadening our channels and enriching our product portfolio to make the Vranjes Firenze experience more and more personalised, distinctive and beyond expectation".
He adds: 'In Italy we are strengthening our retail presence with new single-brand boutiques in Florence, Milan and Bergamo, while abroad we are continuing our growth in key markets such as Japan and the UK, opening new flagship stores and consolidating strategic partnerships with department stores and selected distributors'.
International expansion combined with the opening of new boutiques and the strategic launch of the new eau de parfum and hand care collections point to double-digit sales growth for this year. "We are continuing our retail expansion with targeted openings in strategic cities," says the CEO. "The aim is to offer a renewed physical experience and total integration between our boutiques and the digital ecosystem. In addition, we have recently launched the new eau de parfum and hand care categories: this is an evolution that brings our olfactory expertise to personal care and affirms our role as a reference 'scent power house'". A separate chapter deserves the global rebranding activity with the new Vranjes Firenze logo: "Through a more contemporary visual and verbal language, we are strengthening the brand identity and our international awareness," Colotto concludes.
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