Page 38 - Export Magazine

C OMP ANY

VITALfARCo hAIR CoSMeTICS

fINALIzeS The ACquISITIoN

of RoVeRhAIR

A reinforced strategy for international markets

In a note from the CEO Luca Messinese, Thanks to the continuous investments
the Milan-based company has finalized in resources and highly advanced
the acquisition of the Turin company technologies and the development of a
Roverhair Srl, informing customers and complete portfolio of brands and lines,
stakeholders of the operation carried the company can offer a wide range
on since 2022 in which it became first of high quality, Italian-made technical
the owner of the company assets and, products and treatments for hair,
in early 2023, of the Roverhair brand, meeting the different requirements
the two companies thus becoming of the market: Maxima Professional
officially part of a single group. is the innovative vision that Vitalfarco
The acquisition is the final step has matured in terms of hairstyling,
of an ambitious project started by fashion and trends, offering the
Roberto Messinese in 2017, when highest performances for the sector’s
Vitalfarco took over 33% of the professionals; with its colourful and
long-established Piedmont company. pop look, Vitael guarantees effective
and versatile products, in the salon and
group and creating continuity and at home, and the latest arrival in the
guarantees for future investments. Vitalfarco family, Roverhair spreads the
Today Vitalfarco is a dynamic and philosophy of “Clean beauty” with its
innovative company, able to guarantee certified vegan-friendly lines.
a service of absolute excellence
both for its own brands, successfully
distributed in five continents,
and for the private label lines.
With the acquisition of Roverhair,
the Vitalfarco portfolio gains
another Italian brand, strongly
green oriented, extending its
offer to the premium segment.
In 2021 and 2022, Vitalfarco already
increased and consolidated its
presence in international markets,
starting an ambitious project
of development in the EMEA
Continuing his father’s initiative and ASEAN areas. Today, the goal
and taking the opportunity and the to export its leadership beyond
synergies coming from the original national borders is further
intuition, Luca Messinese has added empowered by the growth potential
a further piece to the path of growth of the Roverhair brand, with Vitalfarco
that Vitalfarco has taken in the past five contributing to the development
years, laying the foundations for the in the target markets, making
construction of a solid and structured available resources and know-how.

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