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credit: l´occitane
credit: l´occitane

The L’Occitane Group has acquired Italian luxury home fragrance brand Dr. Vranjes Firenze

Dr. Vranjes Firenze was founded in 1983 by Dr. Paolo Vranjes and combines Florentine craftsmanship with the innovation of perfume science.

For over 40 years, Dr. Vranjes has focused on its own production and research of fragrances, which are sold in 38 mono-brand stores and over 650 points of sale in more than 75 countries. The range includes home fragrances, scented candles and body fragrances all “Made in Florence”.

Reinold Geiger,Chairman of the L’OCCITANE Group said in a statement:
We are thrilled to continue to grow our global brand portfolio with the addition of Dr. Vranjes Firenze, which is complementary to our existing collection of premium beauty and fragrance brands, each with a strong identity and a genuine desire to make a difference.

Founder and Chairman of Dr. Vranjes Firenze, Paolo Vranjes added:
Our brand has undergone meaningful growth while honouring the rich heritage of Dr. Vranjes Firenze. It is with great pride that I hand over the legacy of Dr. Vranjes Firenze to the L’OCCITANE Group, which is known for its distinguished heritage and expansive global reach.

The acquisition is a further step in the L’Occitane Group’s strategy to expand its portfolio with strong premium fragrances and high-quality home fragrances. The company is represented in more than 90 countries and aims to become the market leader in natural cosmetics. In addition to laboratories in the South of France, Brazil and Korea, formulas and products are developed, including 50 product patents. In addition to 1500 boutique stores, L’Occitane also has over 3000 points of sale. The brand was founded in 1976 and is strongly committed to environmental protection and employee development.

According to a statement from the company, the transaction is expected to be completed by the end of the first quarter of 2024.


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