Artisanal fragrance producer Profumo di Firenze aims to gain a foothold in the U.S. market with two fragrance lines, called Bois 1920 and Odori, by perfumer Enzo Galardi.
Galardi and his son, Federico Galardi, unveiled the collections, which are carried at Barneys New York and Bergdorf Goodman, during a recent event at the offices of the Italian Trade Commission in New York.
“They are a mix of modernism and traditionalism,” Federico Galardi said of Bois 1920, which stands for Bottega Italiana Spigo, loosely translated to English as “lavender workshop.” “They are in the best perfumeries around the world,” he said of the fragrances, noting the brand is in 300 global doors, including Harrods, Liberty and Selfridges in London.
Enzo Galardi’s grandfather, Guido, opened a specialty perfumery, the bottega, in 1920 in Florence, and the idea to pay homage to the original shop by creating new fragrances was brought to fruition 10 years ago.
Originally, Enzo Galardi made the scents — from high-end ingredients like patchouli from Indonesia, vetiver and spices — for himself, Federico Galardi noted. However, after experiencing them, friends suggested Enzo Galardi do a fragrance line.
“It’s a way of life, a dream,” Federico Galardi said of his father’s efforts, “so you must make a fragrance an experience.”
Now, there are eight scents in the Bois 1920 lineup, including Real Patchouly, Sushi Imperiale, Agrumi Amari di Sicilia and Vetiver Ambrato. There’s also 1920 Extreme, Sandolo e The, Sutra Ylang and Classic 1920. In the U.S., each 100-ml. bottle is priced at $160.
At Barneys, the scents are ranking between number two and number three, and at Bergdorf’s they are ranking between six and seven, according to the brand’s U.S. distributor, Abdel LLC. So far, the three bestsellers are Classic 1920, Agrumi Amari di Sicilia and Real Patchouly.
Enzo Galardi designed the classically shaped bottles, which are handmade and frosted near Florence and have wooden caps. Harking back, Enzo Galardi was inspired to shape the bottles after the milk jugs that were delivered at one time by milkmen.
The firm has also done a set of travel-size, 17-ml. spray bottles in each of the eight fragrances in a leather, silk and wooden box that doubles as a fine jewelry or cigar case. This set, which retails for $385, is exclusive to Barneys.
The Odori line, which is also exclusive to Barneys, is made up of six single-note scents. The fragrances come in rectilinear glass bottles with leather caps and are bordered with thick wooden, handmade frames for a luxurious feel.
Based on the childhood memories of Enzo Galardi, the collection includes Spigo, Iris and Tobacco scents, as well as Cuoio (Leather), Zafferano (Saffron) and Gli Odori. Each is priced at $210 for 100 ml.
Plans call for the Profumo di Firenze scents to be distributed at about 100 independent upscale boutiques and men’s shops by yearend.
All 14 of the scents, which are produced by Italy-based Morris Perfumery, could combine to generate $2 million in first-year retail sales, according to estimates by industry sources, based on initial results.
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