Winning omnichannel model for Pinalli growing in 2025

With 2025 revenues of €197 million (+16% compared to 2024) supported by an average annual growth rate (CAGR) of 18% from 2021 to 2025 and a community of more than one million customers, Pinalli - an Italia beauty and body care product distribution platform - consolidates its role in the beauty market and achieves the objectives of the 2022-2026 five-year plan one year ahead of schedule, confirming its ability to interpret a market in continuous transformation. In this context, e-commerce is confirmed as one of the main drivers of development for the perfumery brand of Fiorenzuola d'Arda (in the province of Piacenza), fully integrated into the omnichannel system and central to the future growth strategy that envisages doubling the size of the company over the next five years by leveraging a business model that integrates proximity, brand identity and community relations.

'The completion of the 2022-2026 plan now puts us in a position to think about a broader development horizon, with a significantly strengthened industrial base,' comments Raffaele Rossetti, President and CEO of Pinalli. 'In recent years we have worked to build an integrated and highly scalable platform, in which the physical network, logistics, technology and skills operate as a single system. This allows us to embark on a new phase of growth, supported by targeted investments and an organisational structure commensurate with the size we have achieved'.

Growth that also - and above all - passes through retail. In 2025, one hundred beauty stores were opened in Italia, with twenty-two inaugurations last year alone, which allowed the perfumery brand to extend its presence in new regions, including Sardinia, Abruzzo, Lazio and Campania, and to strengthen its presence in key areas in Northern and Central Italy. At the same time, the shop format evolution plan continued with progressive restyling inspired by the concept of the Milan beauty store opening in Corso Buenos Aires in October 2023, and the introduction of value-added services that strengthen the role of the sales outlet as a place for consultancy, relations and discovery. The plan to develop the physical network remains central within an omnichannel trajectory: the plan to expand the network will continue with the aim of strengthening the presence in the territory in a selective and consistent manner, consolidating the role of beauty stores as the fulcrum of the Pinalli experience and the point of connection between physical and digital to offer a fluid and continuous experience and strengthen the relationship with the customer, a strong point of the company along with the relationship with the brands: the commitment will be to continue to interpret the evolution of trends and needs by offering a mix of assortment and services in line with multigenerational expectations.

The growth in size has been accompanied by constant investment in people and corporate culture, in the conviction that the sustainability of the model depends first and foremost on the quality of human capital, organisation and the sharing of clear and recognisable values. Today the company employs around 800 people between the Fiorenzuola and Milan offices and the stores. In this development path, it has also consolidated its role as a platform supporting the development of emerging Italian brands to contribute to the strengthening of the national cosmetics business district.