VeraLab turns ten and prepares to conquer foreign countries

"We have reached a crucial point in the evolution process, from an influencer-driven Italian indie phenomenon to a power brand, multi-category and multi-channel, structured to establish itself in global contexts". This is how Paolo Deponti, CEO of VeraLab, comments on the birthday of the brand founded by entrepreneur Cristina Fogazzi, which celebrates ten years in the beauty market, confirming its growth strategy in Italy and abroad.

The expansion plan envisages both investments in the direct channel - with numerous openings of mono-brand stores by 2025 - and the development of new strategic partnerships in the wholesale channel, with a focus on perfumeries and pharmacies.Italy is confirmed as a key market for VeraLab with the opening - in the first half of the year - of a series of flagship stores in strategic cities, including Padua, Turin, Bologna and Bari, as well as new sales outlets in shopping centres such as those in Arese and Palermo. In Milan and Rome, the brand aims to further strengthen its presence, doubling in the two capitals with the opening of new flagship stores that will join the historic addresses of Via Guido d'Arezzo in Milan and Via Tomacelli in Rome.

"After an exceptional growth cycle, with a Cagr of 98% between 2017 and 2023, 2024 represented a year of strategic transition, focused on the consolidation of the organisational and operational structure," explains Paolo Deponti. "In this context of maturity, the company recorded a growth of 3%, reaching a turnover of 75 million euros. The 2025 budget foresees an increase in investments to prepare the company for a phase of exponential growth, projecting revenues above 80 million'.

The brand is looking abroad and, a year after launching online in Spain, is ready to expand into the physical, through a partnership with El Corte Inglés. "The launch," adds the CEO, "will take place in Madrid in October and will continue with the opening of 24 doors, supported by a robust 360-degree media plan that will tell the story of the values and products that have made VeraLab an iconic brand. The internationalisation process will continue in France, where we expect to implement a major skincare project in the pharmacy channel during 2026, while we are about to finalise a strategic partnership with a leading retailer in Europe, with the aim of being present across the continent within three years.

Further projects concern expansion into emerging markets, such as the Middle East and India, and the preparation of an overseas landing within five years'. And he concludes: "Although multi-channeling represents a key element of agility, efficiency and adaptability of our distribution model, direct retail remains a fundamental focus for us also abroad, not only because of the high productivity of the format, but above all because, for a tribal brand like VeraLab, the physical shop takes on a value role, becoming a 'cult' place where the community gathers to share inclusiveness and celebrate body positivity".