Veralab grows and aims to expand abroad

"2023 was once again a record year for Veralab. We closed 2023 with more than 70 million in sales, a +13.4% increase over 2022, reporting positive growth in all distribution channels: e-commerce, single-brand stores, perfumeries and pharmacies; driven by skincare and the launch of the new Overskin make-up line". Raffaella Dagna, general manager of Veralab, is satisfied with the results achieved by the company, which is now aiming to expand abroad.

"As far as abroad is concerned, we started from Spain with a marketing strategy that aims to replicate our Italian success in Spain," the gm continues. We have devised a communication project to expand our community, with the activation of a team of top creators, some of whom were our guests in Milan in June, in a true brand immersion, where they discovered our values, our products and our city. In autumn we will repeat this experience in Spain, getting in touch with Spanish media, digital creators and potential consumers who will have the opportunity to discover and interact with the brand's products. In parallel, we will work on a media plan on all channels and the creation of a social ecosystem with localised accounts, so as to maintain the proximity to the community that has always been a distinctive asset for Veralab".

He adds: 'As distribution channels, at first we will focus on e-commerce, and then we will expand to physical shops, to be present in the Spanish territory, both as direct retail and wholesale. Another channel we are expanding is travel retail. In fact, we are already present in Italy through pop-ups in stations and we will expand from July by arriving in major airports, both in Italy and abroad. As far as the main markets are concerned, we already reach the whole of Europe with our website: the first countries in terms of relevance are Germany, France and Spain. In June we launched the Spanish version of our e-commerce, the first step in the internationalisation process that we are putting in place, and the English version will also be available soon'.

The year 2024 represents a milestone in the company's history, because it marks the beginning of a strategy of international acceleration. "The next few months," explains Dagna, "will mark a fundamental moment in Veralab's growth: we will re-platform our e-commerce site, and we will equip ourselves with a more innovative and high-performance IT architecture capable not only of managing a multi-country and multi-language strategy, but also of guaranteeing a tailor-made user experience and digital strategy in our domestic market.In Italy, we will continue our omnichannel strategy, maintaining a very selective distribution in the wholesale perfumery and pharmacy channel, while we are planning to open new single-brand shops, including one in Turin in the autumn, which will join our flagship shops in Milan and Rome".

At the same time, 'we will continue our focus on brand awareness, with activities both on the ground and in the media: we are a brand with a very strong community and one of the strongest loyalty ratings on the market, thanks above all to the quality of our products. Those who know us love us and come back to buy us: so we want to make ourselves known to as many people as possible'.