L’Occitane acquires the high-end Italian home fragrance brand, Dr. Vranjes Firenze

The cosmetics group L’Occitane, is expanding its brand portfolio with the acquisition of the prestigious Italian home fragrance label, Dr. Vranjes Firenze. Although the exact amount of the deal remains undisclosed, according to L’Occitane, owner of renowned brands such as L’Occitane en Provence, Sol de Janeiro, and Elemis, this acquisition contributes to the establishment of a high-end brand portfolio, maintaining a relevant and balanced geographical distribution.​

Established in 1983 by Dr. Paolo Vranjes, the Florentine label Dr. Vranjes Firenze offers home fragrances, scented candles, and an expanding range of body perfumes. Operating across 75 countries, the brand boasts 28 of its own boutiques and is present in a total of 650 retail locations.

In 2007, the Bluegem fund acquired a 70% stake in Dr. Vranjes Firenze. In 2023, the company achieved a turnover of 43 million euros. A year ago, the brand also resumed direct operations in Japan, its second-largest market after Italy.

The transaction is set to conclude by the end of the first quarter of 2024, as indicated by L’Occitane in a statement. For the first half of its fiscal year 2023/24, closing on September 30, the cosmetics group reported revenues of 1.07 billion euros, marking an 18.5% increase (or 24.9% at constant exchange rates). Once again, the American skincare brand Sol de Janeiro, acquired at the end of 2021, remains a major growth driver for L’Occitane Group, recording a sales increase of 173.9% to 270 million euros.