On November 3, Italian fragrance brand Vranjes Firenze, founded in 1983 in Florence, announced the acquisition of a 51% stake in Integra Fragrances, a company specializing in olfactory branding. The move marks a significant strategic step in Vranjes Firenze’s evolution from a “home fragrance specialist” into a fully fledged fragrance house.
A New Era Where Technology Meets Craftsmanship
Founded in 2006 in Reggio Emilia, Integra Fragrances now operates offices in Milan, New York, and Hong Kong. The company offers olfactory branding services to the luxury, fashion, hospitality, and design sectors and holds proprietary technologies that diffuse scents through air conditioning and air quality systems, creating large-scale ambient fragrance experiences in luxury hotels, boutiques, spas, and corporate environments around the world.
With this acquisition, Vranjes Firenze aims to integrate Integra’s advanced scent diffusion technology with its artisanal expertise, expanding its capabilities from home use to commercial and hospitality applications.
Giuseppe Colotto, CEO of Vranjes Firenze, commented: “With this acquisition, we are taking a further step in the evolution and development of the brand, and it will allow us to create strategic synergies in the fashion, hospitality and wellness channels. It is an evolution consistent with our vision: to create beauty and well-being through the art of perfume, with responsibility and innovation.”
Lorenzo Cotti, founder and CEO of Integra Fragrances, added: “My partners and I are very pleased about this partnership with Vranjes Firenze, which marks a significant step in our development plan. By combining our technology and experience in ambient scenting with the artisanal expertise and brand recognition of Vranjes Firenze, we will unlock unique synergies that will enhance our olfactory branding offering and open up new opportunities for global growth.”
From Florence to the World — A Strategy for Global Expansion
This acquisition marks the first major corporate partnership for Vranjes Firenze since joining the L’Occitane Group in 2024. Backed by its parent company’s global network, Vranjes Firenze has been expanding its presence not only across Europe but also in key markets in Asia and the United States.
Long recognized for its luxury home diffusers, the brand has in recent years diversified into personal fragrance categories such as eau de parfum, hand care, and car fragrance. Its first eau de parfum collection, launched in 2022, expanded the company’s portfolio to around 450 SKUs, encompassing 30 scents, eight diffuser sizes, candles, and room sprays.
In 2025, Vranjes Firenze earned B Corp certification, further solidifying its commitment to sustainability and ethical craftsmanship. All products are conceived and produced in collaboration with artisans, suppliers, and partners in Florence and Tuscany, promoting a locally rooted, environmentally conscious production model.
Looking ahead, Vranjes Firenze plans to leverage Integra Fragrances’ technology to strengthen its B2B business, targeting luxury hotels, high-end retail, and spa environments. Through this partnership, the brand aims to pioneer new value in the “olfactory experience” sector by blending Italian craftsmanship with innovation to redefine how scent shapes spaces and emotions.
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