The L’Occitane Group (L’Occitane en Provence, L’Occitane au Brésil, Elemis, Sol de Janeiro, Erobian, Melvita, etc.) is expanding its portfolio with the acquisition of Italian luxury home fragrance brand Dr. Vranjes Firenze.
Created in 1983 by Dr. Paolo Vranjes, the Tuscan brand markets its products in over 75 countries through a robust network including 28 mono-brand stores and 650 points of sale. For over 40 years, Dr. Vranjes has been at the forefront of luxury home scents, with an emphasis on in-house production and R&D. The brand has consistently delivered ‘Made in Florence’ experiences through its home diffusers, candles and a growing line of personal fragrances that are destined to become an integral part of the its portfolio.
With this operation, the amount of which has not been disclosed, the L’Occitane Group intends to continue building “a geographically balanced portfolio of strong premium beauty and fragrance brands.”
“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,” said Reinold Geiger, Chairman of the L’Occitane Group.
“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,” added Paolo Vranjes, Founder and Chairman of Dr. Vranjes Firenze.
The completion of the transaction is expected at the end of the first quarter of 2024.
