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LAFCO & Santa Maria Novella Refocus to Build Each Brand Separately

LAFCO and Santa Maria Novella part ways to build each brand as a separate entity.

After a 20-year partnership, LAFCO and Santa Maria Novella are parting ways to build each brand as a separate entity.

Effective July 31, Officina Profumo Farmaceutica di Santa Maria Novella will assume control of its U.S. brick-and-mortar retail locations in Bal Harbour, New York City, Los Angeles and Chevy Chase.

Eugenio Alphandery, president of Officina Profumo Farmaceutica di Santa Maria Novella noted that independently building each brand offers Santa Maria Novella the ability to more uniformly present and control its brand image worldwide, while penetrating the U.S. market. “We intend to focus on opening more monobrand stores,” he said.

According to Jon Bresler, LAFCO’s founder and president, LAFCO is the largest and fastest-growing portion of the business.

“Both brands continue to perform well, but the success of LAFCO’s House & Home, the first signature collection developed by LAFCO, has been a catalyst for this transition,” noted Bresler. “At an average annual growth rate of more than 35 percent over the past five years, the collection has expanded from a small candle-only offering to a complete lifestyle collection of over 150 stockkeeping units across the home fragrance and body care categories. The opportunity to focus solely on the LAFCO brand will enable us to continue to bring the highest quality personal care and home fragrance products to market in an even faster, more streamlined manner and enable our brand to continue our explosive growth trajectory.”

Bresler added that LAFCO will launch fresh collections, expose the company to new clients, expand its global presence and seek new partners and will focus its efforts on, which will relaunch late summer.

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