Premium Beauty News - How did Euroitalia gradually find its own place on the perfume market?
Claudio Tenan – It all started from a very precise vision of our President Giovanni Sgariboldi: bring the quality and elegance of Italian fashion into the perfume industry. Since then, this vision has remained at the core of our corporate culture. As soon as the early 1980s, he started to approach fast-growing designers like Enrico Coveri. Then, in 1988, we signed our first major international contract with Moschino. That is when it all went faster.
Premium Beauty News - How is your brand portfolio structured today?
Claudio Tenan - We have a combination of owned and licensed brands. Our largest license is Versace, a leading global perfume brand ranked seventh in the US in 2025, sixth in China, and in the top 10 in the UK, Germany, Italy, the Middle East, and all the key markets in South America, including Mexico. We are also developing the Michael Kors, Dsquared, Missoni, and Brunello Cucinelli licensed brands in the ultra-luxury segment. Regarding our owned brands, we have taken full ownership of Moschino Parfums, and notably Atkinsons, a house established in 1799 which we acquired five years ago. It disappeared from the French market in 1939, and then came back with Euroitalia. We also have a makeup brand, Naj Oleari Makeup.
Premium Beauty News - Was acquiring Atkinsons driven by a specific interest in niche perfumes?
Claudio Tenan - This segment has boomed over the past few years, and we had foreseen it. Euroitalia needed an owned niche brand, and Atkinsons perfectly matched this goal with an authentic story, strong olfactory heritage, and a real potential for redeployment. As for Versace, we also developed a very high-end line, L’Atelier Versace, with few points of sale across the world and prices at 345 euros for a bottle. Then, we have Brunello Cucinelli, known for its highly selective approach to fashion, which naturally calls for an equivalent positioning in perfumes. These three lines generated outstanding growth lately.
Premium Beauty News - What does your perfume subcontracting business cover?
Claudio Tenan - We provide a full service, from perfume design in collaboration with our clients to distribution all around the world. Development is carried out in partnership with brands, but the whole subcontracting and production part is handled by Euroitalia. All products are made in Italy.
We buy the components from our suppliers, then our industrial partners carry out the assembly in the region of Milan, and the finished product is transported to our logistics center from which we manage distribution to 145 countries. It is a highly integrated organization, so we can control quality from end to end.
Premium Beauty News - Do you mainly work in export?
Claudio Tenan - Absolutely: a major part of our revenues (96%) is achieved outside Italy. We have direct subsidiaries in the most strategic markets. The largest is in NYC, and we are also directly present in the UK, Germany, Italy, Spain, Switzerland, and Austria. In the other markets, we work with exclusive specialized retailers. Travel retail is directly managed by Euroitalia. And to lead the whole business, we rely on regional offices in Seoul for Asia, São Paulo for Latin America, and Dubai for Gulf markets.
Premium Beauty News - Has market turbulence impacted your 2025 results?
Claudio Tenan - All global players are impacted, but we did manage to support our most loyal clients. The year 2025 was roughly on the same level as 2024: despite challenges, it was a very positive year in line with all our brands’ budgets. We are a 100% family-owned company with about 150 people, so we are very agile. Decisions are made quickly and long-term commitments remain solid.
Premium Beauty News - What are your plans for the future?
Claudio Tenan - We aim to strengthen our brands; they all have different stories. Versace, of course, which remains our driving force, but also each brand, with its own projects, like Moschino’s strategic relaunch after we acquired the brand in the field of beauty. Brunello Cucinelli offers an extraordinary potential in the very high-end segment, and Atkinsons is leveraging the boom of niche perfumes, with new olfactory creations and strengthened Home Fragrance. As for Michael Kors, a new collection is coming for the end of the year; it will transform the impact of the brand, which boasts a remarkable level of global recognition. Then, we also aim to enhance our presence in France, the only large market where we still have not reached our full potential. All the while, we remain true to our guiding principle of bringing fashion’s quality into fragrance.
