Leather goods label Furla to enter fragrance category in deal with Mavive

By

Gianluca Bolelli

Translated by
Nicola Mira

Published
Sep 3, 2019

Italian leather goods label Furla has announced the signing of a partnership deal with local manufacturer Mavive for the production and worldwide distribution of Furla’s first perfume. The agreement brings together two long-established Italian family companies, Furla based in Bologna while Mavive is located in Venice.

In a press release, Furla underlined how the deal is consistent with its ongoing strategy of positioning the brand in the lifestyle segment, further diversifying the range and making a first foray in the beauty market.
 
“For Furla, entering the beauty sector is a strategic move, since the label is keen to diversify and strengthen its positioning as a lifestyle brand,” said Alberto Camerlengo, CEO of the Furla group in the press release, adding that “creating a perfume will promote a closer connection between the brand and consumers all around the world.”

In the same press release, Massimo Vidal, CEO of Mavive, expressed “great satisfaction” for the signing “of the licence deal with Furla, which will enable us to create the first fragrance line for one of the most appreciated and prestigious Italian leather goods labels worldwide.”
 
Furla, founded in 1927 by Aldo Furlanetto, posted a 2.8% revenue rise at current exchange rates in 2018 (+5.2% at constant exchange rates), reaching €513 million. E-tail revenue increased by 45.7% at constant exchange rates. Exports accounted for 85% of Furla's revenue. The label is distributed via 490 monobrand stores in approximately 100 countries worldwide, and via over 1,000 multibrand retailers.

Mavive was founded in 1986 by Massimo Vidal, a member of the Vidal family, renowned in Italy for the eponymous line of personal care products. Vidal, whose business is run by the family’s third and fourth generations, started in the personal care sector in 1900. Mavive SpA is present in over 90 countries. The company indicated that it generated a revenue of over €60 million in the wholesale channel in 2018, with exports accounting for 62% of total revenue.