Vranjes Firenze, the Florentine perfume house founded in 1983, has acquired a 51% stake in Integra Fragrances, a company specializing in olfactory branding services for clients in the luxury, fashion, hospitality and design sectors. The deal represents a strategic move toward creating a new hub dedicated to high-end ambient fragrance. The founders will remain with the company to ensure continuity, with Lorenzo Cotti continuing as CEO of Integra Fragrances.

“My partners and I are very pleased about this partnership with Vranjes Firenze, which marks a significant step in our development plan,” said Lorenzo Cotti. “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.”

Founded in 2006 and headquartered in Reggio Emilia, Integra Fragrances has offices in Milan, New York and Hong Kong. The company specializes in olfactory branding and owns proprietary technologies for ambient fragrance diffusion via HVAC and air-quality control systems, enabling it to scent large-scale spaces in hotels, boutiques, spas and corporate environments worldwide.

“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,” explained Giuseppe Colotto, CEO of Vranjes Firenze. “It is an evolution consistent with our vision: to create beauty and well-being through the art of perfume, with responsibility and innovation.”

With a turnover of approximately €50 million and more than 250 employees, Vranjes Firenze operates in over 75 countries. Following its entry into the L’Occitane Group in 2024, the brand continues to expand its product portfolio and global presence while maintaining strong ties to Florence and the excellence of Tuscan craftsmanship. The company recently achieved B Corp certification: all Vranjes Firenze creations are designed, formulated and produced locally through constant collaboration with artisans, suppliers and partners in the region, helping to shorten the supply chain, reduce environmental impact and preserve the excellence of Florentine craftsmanship.