L’Occitane Group acquires Dr. Vranjes Firenze

three Dr. Vranjes Firenze diffusers

L’Occitane Group has acquired Italian luxury home fragrance brand Dr. Vranjes Firenze for an estimated €150 million ($164.18 million).

Founded in 1983 by Dr. Paolo Vranjes, Dr. Vranjes Firenze blends traditional Florentine craftsmanship with the innovation of fragrance science. For more than four decades, Dr. Vranjes Firenze has been a leader in luxury home scents, establishing a presence in over 75 countries and a network that includes 28 standalone stores and 650 points of sale. Dr. Vranjes Firenze is committed to in-house production and research and development, delivering the brand’s ‘Made in Florence’ signature through its popular home diffusers, scented candles, and a growing collection of personal fragrances that are poised to become an integral part of the brand’s prestigious portfolio.

Reinold Geiger, Chairman of the L’OCCITANE Group, said, “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.”

Paolo Vranjes, Founder and Chairman of Dr. Vranjes Firenze, said, “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 L’OCCITANE Group is a global manufacturer and retailer of premium and sustainable beauty and wellness products. The Group’s portfolio of premium beauty brands includes L’OCCITANE en Provence, Melvita, Erborian, L’OCCITANE au Brésil, LimeLife by Alcone, ELEMIS, Sol de Janeiro, and Grown Alchemist.

With a commitment to nature-positive initiatives and an entrepreneurial spirit, the certified B Corporation dedicates itself to community investment, biodiversity preservation, waste reduction, and sustainable solutions, aiming to foster a better and healthier planet.

The transaction is expected to complete at the end of Q4 2024.

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