Page 24 - EM - EXPORT MAGAZINE PERFUMERY EDITION

INTERVIEW
SIFArmA
ACQUIRES THE MORRIS BRAND
With solid roots in the pharmaceutical channel,
the Berchi family, noW in the third generation,
expanded its activities in various directions
starting a feW years ago, Both in the field of
distriButing oWned or licensed Brands and as
the distriButor of other properties’ Brands. in
recent years, sifarma, already a leader on the
italian market, has approached foreign markets
proposing some lines of alcoholic perfumery,
With an interesting portfolio of italian Brands.
another important step Was taken recently Which
Will strengthen the perfumery division of sifarma.
We talk aBout this With Fabio berchi.
22
Sifarma has stood out
on the scene of the beauty
world for many years.
Breaking news:
it will be Sifarma
that relaunches one
of the most prestigious
brands in the history
of Italian perfumery
EXPORT MAGAZINE: How has Sifarma evolved
over time?
FABIO BERCHI: Sifarma has had a strategic (of the
market) and organizational evolution and obviously
with a positive reflect on the volume of sales.
We started off with a single division, the professional
one in beauty salons, and today have three: beauty
centres with the OPI and Dermatrophine brands,
Perfumery with the fragrance brands (Morris, Gocce,
Coveri, Burani, Basile, Frankie Garage and Plinksy)
and with PAYOT, and Dermatology in Pharmacy with
the Canova brand.
EM: 2023 was an important year for you, with
the acquisition of a long-established brand of
Italian perfumery. What drove you to make this
important step?
FB: Alcoholic perfumery was the only division where
Sifarma operated only with licences and without
brands of its own, so the acquisition of Morris was
COSMOPROF wORLDwIDE bOLOgNA 2024 | HALL 26 – bOOTH b84