Euroitalia on merging Italian craftsmanship with global trends

Euroitalia, the prominent Italian company renowned for producing and distributing luxury perfumes and cosmetics, is underlining its strength on the global market.

Founded in 1978 by Giovanni Sgariboldi, the company has built a reputation for innovation, quality, and strategic licensing partnerships with high-profile fashion and lifestyle brands. Its portfolio boasts well-known and globally recognized proprietary and licensed brands.

According to Claudio Tenan, Euroitalia’s Export Director, Euroitalia’s strong presence in the duty free sector is a testament to its ability to merge Italian craftsmanship with global luxury trends. Its diverse portfolio, strategic brand collaborations, and focus on quality ensure solid partnerships within travel retail and a diverse product offer for traveling consumers.

He maintains a positive approach to the changing dynamics of the fragrance and beauty categories. Whilst noting the volatility of the Asia Pacific travel retail market, and its reliance on Chinese passengers, he sees “good signs of recovery in many areas”. “At least with our brands we are happy with what we are achieving. Our business is in line with our expectations,” he says.

The Euroitalia proprietary brands include:

• Atkinsons 1799: An esteemed British fragrance house acquired by Euroitalia in 2020.

• I Coloniali: A bath and body care brand, also acquired in 2020.

• Naj Oleari Beauty: A cult Italian brand from the 1980s, relaunched by Euroitalia.

• Reporter: One of Euroitalia's earliest fragrance lines, launched in the late 1970s.

Licensed brands include:

• Versace: Euroitalia has been the exclusive fragrance licensee since 2005, producing iconic fragrances such as Bright Crystal, Eros, and Dylan Blue.

• Moschino: Initially under license since 1987, Euroitalia acquired full ownership of Moschino's beauty business in 2024. Notable fragrances include Cheap & Chic, Toy 2, and Gold Fresh Couture.

• Missoni: Collaborating since 2014, Euroitalia has developed fragrances such as Missoni Eau de Parfum and Missoni Parfum Pour Homme.

• Dsquared2: Since 2018, Euroitalia has managed the brand's fragrance line, including the Wood collection.

• Michael Kors: In 2021, Euroitalia became the exclusive global fragrance licensee for Michael Kors.

• Brunello Cucinelli: Entered the fragrance market through a licensing agreement with Euroitalia. This collaboration, announced in March 2023, marked the brand's expansion into the beauty sector.

Within Euroitalia’s global network, Tenan describes India as a strong market, especially for its key Versace brand. “We work very well with all our partners, including Dubai Duty Free and Mumbai Duty Free, in India. It’s a very solid market for us,” he says.

Considering travel retail in general, Tenan emphasizes Euroitalia’s ability, as a global company, to maintain a strong presence through its globally known brands.

“Versace is very much a global brand as is, increasingly, Michael Kors with strong brand awareness and we are also taking advantage of our niche fragrance brands,” Tenan says.

He adds that Atkinsons is one to watch and highlights Brunello Cucinelli as a top-level Italian luxury fashion brand which is gaining traction in the fragrance category. “It’s very exclusive – never discounted, no special offers – and is doing amazing numbers so building up this brand is very exciting.”

A new Brunello Cucinelli collection of six fragrances, Incanti Poetici, is said to “transform refined notes into invisible verses”. Each fragrance tells an emotional journey; an ode to beauty transformed into pure olfactory poetry.

Tenan also highlights Euroitalia’s Naj Oleari Beauty makeup range. As a company, Euroitalia wanted to give the brand a modern and contemporary new perspective, he says, from product design to individual products and packaging, formulas, colors and fragrances. This project was designed to “make cosmetics fun, easy and affordable for everyone”, at the same time as underlining a ‘Made in Italy’ formula.

“We have partnered with both Avolta and Gebr. Heinemann in a large number of stores,” Tenan says. “The offer is based on a combined makeup line which includes foundation, lipstick, mascara etc and a number of iconic makeup kits. So, it’s an easy grab-and-go product as well as a nice gift. We are seeing good traction in travel retail, with good pricing levels and an elevated quality of products.”

Tenan notes the role the fragrance category has played in travel retail’s return to pre-COVID levels. “I think makeup and skincare [brands and companies] have suffered more than us generally. As Euroitalia is mostly dedicated to fragrances, we have taken advantage of this trend.”

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