Page 66 - EM - EXPORT MAGAZINE PERFUMERY EDITION

INTERVIEW

EM: Some years ago you acquired the GMV brand,
successfully managing the distribution licence.
Which steps are you taking to give increasing value
to this brand?
GC: The acquisition of the ownership of GianMarco
Venturi was a fundamental and strategic passage.
It has allowed us to work with greater freedom on
the brand identity and to invest decisively on the
relaunch and extension of the offer. We are working on
several fronts: from the restyling of the packaging to
repositioning of the historic lines, up to the creation of
new collections which express the brand’s values in a
contemporary style. The goal is to give new strength
to an iconic brand, keeping its recognisability alive but
enriching it with contents and language that are closer
to today’s consumer.

EM: The launch and the development of the Duomo
INTERVIEW WITH brand indicate a clear wish to occupy a significant
GIUSEPPE CARLINO, space in selective perfumery, underscoring the

COMMERCIAL strong bond with the city of Milan.
GC: With a premium positioning, Duomo Milano has
DIRECTOR, THE FIRST been conceived with a view to distribution in independent
perfumeries and selective chains, this way expanding
the distribution asset which has seen us as central
EXPORT MAGAZINE: Which reasons, now some players to date. Duomo Milano is more than a fragrance
years ago, made you join the team of The First? it is the very essence of the city, it is the expression of
GIUSEPPE CARLINO: Joining The First was a natural typical Milanese sartorial expertise. The majestic Gothic
choice, dictated by our sharing a clear and ambitious architecture and the artisanal meticulousness in these
entrepreneurial vision. From the very beginning I bespoke olfactory creations are a refined tribute to
perceived the potential of a company that was able to the appeal and the multi-faceted personality of Milan,
combine innovative spirit, consolidated competences in temple of culture and cradle of beauty. It pays homage
the sector and a strong attention to building up value to the metropolis with an increasingly international
in the medium-long term. The dynamism of the team, atmosphere, capable of preserving and enhancing their
together with the wish to develop a modern and result- main features of tradition.
oriented model, convinced me to embrace this project
with enthusiasm and determination.

EM: Is it true that your strategy, from the beginning,
has been to aim at a varied portfolio of brands, with
a strong specialization in the sector of fragrances?
GC: Absolutely. Our strategy has always been based on
a careful selection of brands that could meet different
market segments, while remaining strongly coherent
with our positioning and our know-how, which is best
expressed in fragrance. We have built up a balanced
portfolio, where established brands and emerging
projects live side by side, always with the objective of
offering value to the final consumer and opportunities
for growth to our commercial partners.

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