The evolution of niche perfumery that goes beyond mere marketing hype. Olfattorio Florence makes the case for successful brick-and-mortar retailing
A niche fragrances distributor, Olfattorio in Florence
Olfattorio is an Italian distributor of niche fragrances with twelve stores across Italy. Thanks to its personalized in-store experience and continuous scouting of emerging brands, it has been holding sway in the high-end market for almost a decade. It all began in 2003, from an intuition of Renata de Rossi and her husband Giovanni Gaidano. They, in fact, wanted to create an olfactory tasting place where the culture of perfume would take over the mere commercial activity. A place where any enthusiast could immerse in the world of scents.
This is the start of the Bar à Parfums. A place where to discover artisanal perfumes and cosmetics selected from all over the world, as well as to learn about their history and secrets. This boutique of niche perfumery also gives its customers the chance to live a personalized experience thanks to its format. A fragrance showroom, where it is possible to taste fragrances in special champagne flute-like glasses designed by Giovanni Gaidano.
Marco Morato is the Communication Manager at Olfattorio. «Olfattorio is a natural evolution of a previous niche distribution company called Cithera. This company started its business in the late eighties with an aptitude for niche perfumery that was in its infancy. Being pioneers of a business is by itself a choice that excludes profit-oriented business as well as any other predictable path», he points out.
«Our scouting activity is one of the company’s strong points. We select, in fact, dozens of brands each year to find the products of the future». Today, twenty-six international brands are displayed on the shelves. Prestigious names like L’Artisan Parfumeur, Annick Goutal, Comptoir Sud Pacifique and Diptyque.
Lampoon review: Olfattorio Bar à Parfums in Florence
Bar à Perfumes is a real temple dedicated to the perfumery world. It has, in fact, a great visual and architectural impact that enhances the niche perfumery in a sumptuous historical location. «It is the finest expression of Olfattorio’s boutiques for its historical and architectural features. But also its refined furnishing materials and carefully selected details».
Entering the Bar à Parfums in Florence is all about traveling, exploring, discovering. But also rediscovering. Inside the boutique decorated with precious materials, customers, in fact, can have an olfactory tasting with the boutique advisors who will listen to their needs and understand what they might like and what they are looking for. The main objective of Olfattorio is to carry on and preserve the perfumery culture, bringing customers to awaken their sense of smell as well as guiding them in a sensory experience.
From the fragrances, people can therefore rediscover memories, linked to the precious scents and hints enclosed in each vial. When asked about the target, Morato guarantees to all perfume lovers that the proposals of Olfattorio Bar à Parfums are within everyone’s reach. Every age group without any distinction of gender appreciates the fragrances, thanks to the high component of natural elements in the composition of the scents.
Effort towards a greener perfume industry
Speaking about eco-consciousness, as for any other market or product, sustainability is a theme that can’t be avoided when it comes to the perfume industry. There are more efforts on the packaging. One of the biggest concerns of consumers. Some brands are figuring out a way to not use too much plastic or to create recyclable packaging. While others are introducing refillable bottles to stop throwing away empty bottles.
«We were the first company to have a certified organic brand in the niche perfumery. Today, we have an organic skincare brand and several brands are moving towards the introduction of new policies for the development and the employment of eco-friendly materials in packaging production».
As for future plans and goals, Olfattorio will continue on the path it has taken, focusing on two key elements. Sigitizing the Bar à Parfums experience, and intensifying the scouting activity to give space to new emerging brands as well as to find new stimuli and success.
Olfattorio Bar à Parfums, Florence
Via De’ Tornabuoni 6, Florence
Olfattorio Bar à Parfums in Florence opened in 2007 and was one of the first Bar à Parfums in Italy.