Corporate profile




Corporate profile

Perfume Holding 

Perfume Holding is a completely new entity in the international market, created in 2010 by the merger between Morris Profumi and Selective Beauty, two of the most important players in the fragrances and cosmetics industry. The group has representative offices in Paris, Milan and Parma. The Marketing & Creation division is headquartered in France, while the Sales, Finance and Back Office divisions are based in Italy.

Today's  product portfolio includes Atkinsons, Ferrari, John Galliano, La Perla, Sergio Tacchini, Iceberg, Liu Jo and many other brands. The Italian market represents 40% of total sales, followed by the rest of Europe (20%), the Middle East (10%), North America (10%), Asia (7%) and BRIC (6%). In 2010 alone, Perfume Holding generated revenues for approximately EUR 135 million, and registered double-digit EBITDA.

The existing subsidiaries already represent a point of reference confirming the group's international presence: Perfume Holding is present in the US, UK, Germany, Italy, France and Singapore.
The group also has a production plant in Parma, Italy, where it creates most of its products.

The group currently employs about 200 people.


Corporate Governance Morris Profumi spa

In accordance with applicable corporate responsibility legislation (D.Lgs. 8 giugno 2001, n.231), Morris Profumi provides an organisational model that includes rules and procedures for the prevention of crime within its organisation.
The organisational model includes the approval of an ethical code that outlines the general behavioural standards to which all operators employed by the group must adhere.


This Code of Ethics represents the set of ethical values and standards of conduct, already deeply rooted in the company’s culture, on which the Company and the people working for the Company base their activity. The Code of Ethics is an instrument designed to preserve the value and the integrity of the company over time and a set of positive principles and standards that Morris has chosen to adopt as a concrete expression of its commitment.


corporate news

Perfume Holding, an Interesting Portfolio for International Markets

source: Export Magazine (no. 8/2014) 

Dino Pace, CEO of Perfume Holding, gives an overview of the evolution of the company’s portfolio and its main objectives.Can you take stock of Perfume Holding, since you were appointed to manage the company?DINO PACE: Our company was founded in 2010 and is controlled by Invest Industrial as the majority shareholder, as well as being an affiliate of Orlando. It was the result of the merger of two companies, Morris and Selective Beauty, each of which brought with them a series of brands ...

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A clear line of sight

source: Americas Duty Free & Travel Retailing (Oct. 2014) 

Americas Duty Free speaks with Perfume Holding CEO, Dino Pace, about the company’s renewed focus on travel retail in the Americas“Our focus for 2014 is to reassess our organization in order to strengthen the relationship with our duty free partners, especially in the Americas”  Dino Pace, CEO of Perfume Holding, told Americas Duty Free ahead of this year’s TFWA WE show in Cannes. Indeed, Pace believes that duty free, and specifically the channel in the America, ...

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Ferrari Leads the Financial Budget of Perfume Holding

source: Sole 24 ore (Marika Gervasio) 

Managing Director Pace: “’Red’ fragrances represent  more than a third of the 90 million revenues foreseen for this year. We rely more and more on the niche segment for Atkinsons too”.The company of Parma was born in 2010 from the merge between Morris Profumi and Selective Beauty. The licence for the Prancing Horse Products has been renewed until 2023. According to Dino Pace, CEO of Perfume Holding, a company based in Parma and born in 2010 from the merge between ...

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Perfume Holding is focussing on expansion into foreign markets

Source: Italia Oggi 

Perfume Holding is focussing on expansion into foreign markets, first and foremost the United States, but also Brazil, China, the Middle East and Russia, as well as European countries, with a strategy that hinges on distribution in medium/high end or niche perfumeries. The brands the group is concentrating on for growth are Atkinsons, which it is relaunching, for the moment only outside Italy, with a premium position tied in with its history, Liu Jo, whose first fragrance has been launched ...

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Corporate profile





Perfume Holding 

Perfume Holding’s objective is to be leader in the semi-selective segment of the perfume and cosmetics market. Guided by its entrepreneurial spirit, passion and creativity, Perfume Holding boasts a portfolio of national and global brands distributed through a sales network serving consumers in 110 countries worldwide.

Corporate profile





Perfume Holding 


Why this notice?

This page describes the procedures of management of the Perfume Holding group website in connection with the processing of the personal data of uses consulting it.
It deals with the privacy statement submitted pursuant to art. 13 of Legislative Decree no. 196/2003 (Personal Data Protection Code) to those interacting with the web site
The privacy statement is provided only for the website in question and not for any other web sites which the user may access using links.
The privacy statement is also inspired by Recommendation no. 2/2001 which the European personal data protection authorities, meeting in the Group established by art. 29 of Directive no. 95/46/EC, adopted on May 17 2001 to identify certain minimum requirements for the collection of personal data online and, in particular, the procedures, time frames and nature of the information  required to be provided by Data Controllers to users when the latter connect to web pages, irrespective of the purpose of the connection.

The “Data Controller”

After consultation of this website, data may be processed relating to persons who are identified or identifiable.
The “Data Controller” for their processing is Morris Profumi S.p.A., which has its registered office in Via Maretto 13, 43126 Roncopascolo (PR), ITALY, with the following e-mail address:

Place and methods of data processing

The processing of any data collection occurs at the aforementioned registered office and is dealt with only by technical personnel or by other persons assigned to carry out occasional maintenance operations.
This data will be used by the Perfume Holding group for the purposes to which the data subject has consented (e.g. newsletters).
The personal data will be known exclusively by those who are expressly appointed by the Data Controller for this purpose. The personal data held may be disclosed to specialised companies and agencies that perform processing services for the Data Controller or activities instrumental to those of the Data Controller. 
The data processing occurs using procedures, technical  means and IT tools capable of safeguarding the confidentiality and security of your data, and involves their collection, recording, organisation, storage, consultation, processing, modification, selection, extraction, comparison, use, interrelationship, blocking, communication, dissemination, removal and destruction of such data, including any combination of two or more of the foregoing operations.

Type of data processed

Navigation data:
The IT systems and software procedures used to operate this website acquire, during their normal operation, a quantity of personal data whose transmission is implicit in the use of internet communication protocols.
This is data which, commonly, is not actually gathered in order to be associated with identified data subjects but which, by its nature, could allow users to be identified by means of processing and association with data held by third parties.
The IP addresses or domain names associated with computers used by users who connect to the site fall into this category of data, as well as the time of the request, the method used in submitting the request to the server, the size of the file obtained in response, the numerical code indicating the status of the response provided by the server (successful, error, etc.) and other parameters relating to the user’s operating system and IT environment.
This data is used only in order to obtain anonymous statistical information on the use of the site and to check its proper operation.
The data could be used to ascertain responsibility in case of hypothetical computer crimes that harm the site.

Data supplied voluntarily by the user and its optional provision

The voluntary sending of e-mail addresses that appear or could appear on the website, as well as the compilation and submission of the form requesting information or subscription to the newsletter, involves the subsequent acquisition of the sender’s address which is needed to respond to the requests and of any other personal data voluntarily included by the user in the communication.
The inclusion of any personal data in such circumstances is optional.
The non-inclusion of such data can render the request's fulfilment impossible.
The communication of personal data relating to a minor must be made by a parent or person having authority over the child.

Purposes of the data processing

The personal data supplied by users who request information and/or quotes are used for the sole purpose of implementing the service or performance requested and are communicated to third parties only where necessary for such purpose. In any case, the personal data are not processed when the aim of a specific activity can be achieved by the use of anonymous data.

Rights of data subjects

The personal data subjects are entitled at any time to obtain confirmation of whether such data exists, and to know its content and origin, to check its accuracy or request the updating or correction thereof or, if necessary, its supplementation (article 7 of Legislative Decree no. 196/2003).
Pursuant to the same article, the right exists to cancel, transform into anonymous form or block data processed in violation of law, and in all cases to oppose the processing thereof, for legitimate reasons.
Requests should be sent by email to

Data security measures

The Perfume Holding group adopts data security measures which minimise the risks of destruction or loss (accidental or otherwise) of any data gathered, of unauthorised access or of data processing that is not permitted or fails to comply with the purposes specified in this Privacy Policy.
It is not, however, in a position to guarantee its users that the measures taken to ensure the security of the website and the transmission of data and information limit or exclude any risk of unauthorised access or data loss, therefore it cannot be held liable for any data security breaches unless attributable to negligence on its part. Each user should ensure that his/her computer comes with software devices suitable to safeguard online data transmission, incoming as well as outgoing (such as updated antivirus systems) and that his/her Internet service provider has taken suitable steps to ensure the security of online data transmission (such as firewalls and spam filters).


Company data:  Morris Profumi S.p.a.
Registered Office: Via Maretto 13  43126 Roncopascolo (PR) Italy
Company’s capital:  €43,454,000
Tax code and VAT registration number:  11046740152


1. The website is exclusive property of Morris Profumi Spa, which has created it for information and communication purposes.
All that is contained in it, published and reproduced in it  (documents, brands, icons, images concerning services offered by Perfume Holding and whatever) as well as graphics and texts of the website, are property of Morris Profumi Spa or authorized by their rightful owners for the use of Morris Profumi Spa itself only; every even partial use of these elements, as well as reproduction, duplication, publishing, transmission, marketing of these elements to whatever purpose and by any means is expressively and strictly forbidden and shall be punished according to the Italian law.

2. Morris Profumi Spa operates with as much due diligence as possible in order to select and update the site content. However Morris Profumi Spa declines all responsibility for the case in which the information included in the site resulted incomplete or containing any kind of errors.

3. In no case, under no title, reason or cause, shall Morris Profumi Spa or any of its appointers, employees or co-operators be responsible for eventual damage, loss, any kind of prejudice, including direct, indirect or consequent, or related damage, deriving from access or use of the site or from use or spreading of the information contained in it.  The user’s access to the site pages implies acceptance of the above mentioned terms.


Cookies are small text files, sent by a web-server such as a website to the visitor’s internet browser and from this in turn sent back to the web-server at any access to the site itself.
Within this website,  Perfume Holding group does not use any cookies  with visitor profiling purpose, but uses technical cookies only, in order to memorise the necessary information to improve site surfing and to get anonymous statistics on site accesses.  Anyway, visitors’ data are handled in an anonymous collective and non-persistent way and shall not be used to transmit information of personal nature or to send customized advertisement.
The use of cookies can be deactivated at any time; just following the browser settings, which allow also to proceed with their cancellation after every session.

Finally, should cookies be considered useful in cases other than the above mentioned ones, so shall the purpose of their use be from time to time communicated and if necessary shall be expressively authorised by the visitor.

Corporate profile








Morris Profumi, as a base of operations and productions of Perfume Holding group, is committed to operating in a manner that prevents accidents and SHE incidents, actively manages risk, conserves natural resources, protects the environment, and ensures the safety of employees, contractors, visitors and the public. Our policy is implemented through functional procedures that require to:

•  include commitment to compliance; protect employees, the environment and local communities; strive for continuous improvement.
•  include a commitment to establish and meet annual SHE objectives.
•  communicate the policy and procedures along with the SHE objectives to all employees.
•  review the policy and procedures annually, and update or revise them as appropriate.


The Company has a certified Environmental Management System at the international standard ISO14001, which covers our operations. This is a modular tool for measuring and continually improving the performance of an organization in maintaining its rules compliance and managing its environmental risk. ISO14001 certification of an Environmental Management System is provided on an annual basis, with recertification subject to an independent audit, provided by IQ Net Certification Services International.
Recertification in December 2009 confirmed that the quality of our environmental systems and procedures has been maintained.


The Company has started an important course towards the compliance of production process with the guidelines of the Regulations for Good Manufacturing (provisions UNI EN ISO 22716:2008). These represent the utmost expression of quality standard in the cosmetic industry.
The compliance with such guidelines provides the products with added value thanks to a steady monitoring of production process, control procedures, product storage and shipment.

A careful selection of suppliers the constant presence of the Quality Control function in all phases of production from the working of raw materials at the start to the storage of the finished product enable the company to track the whole manufacturing line up to the end user.
Thanks to structural investments and GMP training investments on personnel, Morris Profumi performs on the market with better competitiveness.
All these choices, wanted by AD, involved in the steady improvement process, reflect an upgrading to the market’s requests aiming at the final customer’s satisfaction.



"Perfume Holding SAS Company has not concluded since 1st January 2012 Conventions, as mentioned in the Art. L. 1453 - 1 from Public Health French Code".



The management, with reference to the company’s policy on quality, has identified the following targets:
1. To combine continuity and company full satisfaction of clients portfolio and provisions of the law in force;
2. To support a study improvement of quality in supplies both in terms of compliance of products to the set requirements and of respect of delivery terms;
3. To gain a proper structural company asset, reshaping figures in charge and making input-output process lean, effective and professionally suitable;
4. Create and keep a Quality System active, which is compliant with guidelines UNI EN ISO 22716:2008.
5. Produce cosmetic products according to requirements set by UNI EN ISO 22716:2008

The management moreover underlines the following strategies to be adopted to meet set targets:

• To pursue personnel’s involvement at all levels, b means of a wide use of inter-functional communication and stimulating the production of ideas and useful proposals;

• To promote all personnel’s readiness towards customer’s requirements and needs;

• To reach and maintain personnel’s proper and set levels of competence, by means of a targeted employment plan and specific activities of training/information;

• To constantly involve suppliers in the company’s improvement programme.

In order to ensure that the Quality Policy is understood, carried out and supported at all levels within the company, the management herewith decides that is posted up in company’s work places.

Morris Profumi SpA believes that such policy can trigger a virtuous mechanism resulting in concrete advantages to the three subjects involved in the process of continuous improvement: the company, customers and suppliers.