Page 139 - EM - EXPORT MAGAZINE PERFUMERY EDITION

INTERVIEW

Forma Italiana’s corporate office in Milan

The second division is Luxury, equally solid and rewarding. leave a trail.” Tastes are changing: subtle fragrances are
It is directed by Gianluca Brandini, Commercial Director, giving way to stronger ones. Our company anticipated
assisted by Sales Director Piero Pelle and a sales force this trend three years ago by securing the distribution
of 16 people. We target perfumeries, drugstores, of key brands such as Armaf, Al Haramain, and Lattafa.
and independent retailers. I have long advocated a Demand is so high that we are struggling to keep up.
multichannel distribution strategy, provided that pricing
consistency is maintained across all outlets. We are not yet EM: Do you believe this phenomenon will stabilize?
operating in pharmacies but we are already active online. CG: Yes, though much will depend on how brand owners
manage relationships with distributors. We behave
EM: What role do e-commerce and the internet professionally, as we do with all brands, constantly
play today? monitoring shelf prices, without prejudice or elitist
CG: An increasingly important one. Platforms such as attitudes. This is why some Arab brands have entrusted
TikTok and the rise of influencers are driving especially us not only with Italy but also with Spain and Portugal.
younger consumers to use alternative purchasing
channels compared to traditional ones.

EM: Has your product portfolio also been adapted
to new consumer segments?
CG: Absolutely. In Italy and in some European markets
we distribute major brands such as Barbour, Nikos, and
Lolita Lempicka. But the real trend now is the boom of
brands from the Dubai area.
This is a global phenomenon, from Sydney to Osaka,
and I am convinced it is not fleeting. These fragrances,
sold in perfumeries and drugstores, offer excellent
value for money: persistent scents at reasonable prices.
Consumers are satisfied because they save compared to
traditional perfumeries while enjoying perfumes “that
One of Forma Italiana ‘s warehouses
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