03.11.2025
A new centre of excellence in luxury home fragrance is born.
November 3, 2025 – Vranjes Firenze, the Florentine fragrance house renowned for its artisanal excellence since 1983, announces the acquisition of a 51% stake in Integra Fragrances, a leading company in olfactory branding for luxury, fashion, hospitality, and design businesses. The agreement marks a strategic step in the brand’s growth, strengthening its role as a Scent Power House.
Founded in 2006 in Reggio Emilia, Integra Fragrances specialises in olfactory branding and owns proprietary technologies for diffusing fragrances through air-conditioning and air-quality systems. This technology enables the scenting of large-scale environments such as hotels, boutiques, spas and corporate spaces worldwide, with a growing focus on applications that enhance comfort, quality, and well-being. With offices in Reggio Emilia, Milan, New York and Hong Kong, Integra Fragrances’ integration with Vranjes Firenze consolidates their collaboration and paves the way for a new hub dedicated to luxury ambient fragrance, combining olfactory creativity, technology, and Tuscan craftsmanship. The founders will remain in the company to ensure continuity, with Lorenzo Cotti continuing as CEO of Integra Fragrances.
“With this acquisition, we are taking another step in the brand’s journey of evolution and growth,” says Giuseppe Colotto, CEO of Vranjes Firenze. “By combining our artisanal savoir-faire with Integra Fragrances’ technological expertise, we can offer even more complete olfactory experiences – from private interiors to large-scale environments, including hospitality, fashion, and wellness spaces. It is a natural evolution aligned with our vision: to create beauty and well-being through the art of fragrance, with responsibility and innovation.”
“My partners and I are delighted with this partnership with Vranjes Firenze, which represents a significant milestone in our development plan,” comments Lorenzo Cotti, CEO and Founder of Integra Fragrances. “By merging our technology and experience in environmental scenting with the craftsmanship and prestige of the Vranjes Firenze brand, we will unlock unique synergies that enhance our olfactory branding offering and open new opportunities for global growth. The know-how of Vranjes Firenze perfectly complements that of Integra Fragrances, and we share the same vision: to promote the use of scent in spaces as a means of combining identity and well-being.”
The operation will foster strategic synergies across the fashion, hospitality, and wellness sectors. With a turnover of approximately 50 million euros and over 250 employees, Vranjes Firenze is now present in more than 75 countries worldwide and continues to expand its product portfolio and international reach following its 2024 integration into the L’Occitane Group, while maintaining strong ties with Florence and the excellence of Tuscan craftsmanship. The company has recently obtained B Corp™ Certification, a prestigious international recognition that reflects its deep commitment to heritage, nature, and people. All Vranjes Firenze creations are designed, formulated, and produced locally in collaboration with artisans and suppliers from the region, shortening the production chain, reducing environmental impact, and preserving Florentine artisanal excellence.
