Ferrari and Liu Jo leading licenses, from 2016 Dirk Bikkembergs perfume
The company is growing, as confirmed by the results of the first half of 2015: revenues rose by 12.8% to EUR 35.8 million, the EBITDA registered a record increase of 146%, reaching 2.7 million. Repositioning and building our portfolio of brands targeting the top choice was fruitful “. Dino Pace, CEO of Perfume Holding, draws a positive balance made up of growth rates above the industry average and new projects.
The company from Parma, founded in 2010 with the merger of Morris Perfumes and Selective Beauty, closed 2014 with revenues of approximately 90 million Euros and aims to do better between now and the end of the year. A subsidiary of Investindustrial, an investment company chaired by Andrea Bonomo, and of the Orlando fund, 80% of its turnover comes from a portfolio of licenses that has been structured in a new way, with medium to high end brands and niche labels, after the exit of the Benetton brand, two years ago. Today Perfume Holding manufactures and distributes Ferrari, Liu Jo, La Perla, Iceberg, John Galliano fragrances.
Currently Ferrari is leading the sales of the company, with an overall growth in sales of 6% in this first half over the same period in 2014. And this year, it aims to strengthen the Eastern and the European markets also by launching the new men’s fragrance Ferrari Man in Red.
The revelation of 2014, however, was another: Pefume Holding acquired the license for the production and worldwide distribution of Liu Jo perfumes, hitherto absent from the beauty and fragrance segment. “ The first fragrance of the brand from Carpi has been a great success – says Pace – especially in Russia, despite the crisis, and in Eastern Europe. In June we launched the second fragrance, Scent of Liu Jo, which is receiving an equally warm welcome “.
2016 will mark another important debut, that of the first fragrance by Dirk Bikkembergs, a license the company acquired last March: “ In addition to Europe, Russia and the Middle East with this product we would like to go to reach the Far East, relying on the new property of Bikkembergs”.
In addition to the licenses, Perfume Holding’s portfolio includes two brands, I coloniali and Atkinsons Niche: “ currently they account for about 15% of sales – says Pace – but we are implementing a series of strategies to strengthen them and make them grow, we want to launch I coloniali on the international markets by transforming them from a label of products for body care into a skincare brand, to conquer the Asian markets “. The company owes around 75% of its revenues to foreign markets: “ We are focusing a lot on Latin America, particularly on Brazil, and we aim to consolidate our presence in the Middle East and Russia. We opened a company on site that sells directly to Russians retailers and that by the end of this year, despite the crisis, it should reach 3 million in revenues “.
One of the strengths of Perfume Holding is domestic production, concentrated in the manufacturing plant in Parma, which employs 160 people including 70 right at the production line: “ It allows us to control everything closely and, therefore, to achieve quality fragrances “.
Fragrances which are appreciated also by large groups: “ We produce fragrances for & Other Stories from the H & M group: working for third parties is another path that we want to explore in the future”.