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L’Occitane, the premium French toiletries firm, has announced it is expanding its presence in home fragrance with the acquisition of Dr. Vranjes Firenze.
Founded in 1983, Dr. Vranjes Firenze “encapsulates the essence of Florentine artisanship combined with the innovation of fragrance science”, L’Occitane said in a statement. It further described the brand as being “at the forefront of luxury home scents”, with sales in over 75 countries, 650 points of sale and a network including 28 mono-brand stores.
Commenting on the deal, L’Occitane chairman Reinold Geiger 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”.
The acquisition “marks another step in the Group’s strategy to build a geographically balanced portfolio of strong premium beauty and fragrance brands”, L’Occitane concluded.
The deal is expected to be completed by the end of the first quarter of this year.
Source: L’Occitane
