Page 44 - EM - Export Magazine Perfumery Edition

COMPANY
SIfARMA

OVER 30 YEARS OF SUCCESS IN THE COSMETICS BUSINESS

The Italian business has been guided

by the family’s values and teachings New burani launches in 2023
2023 marks the arrival of a new collection
of Body Mists and Hydrating Body
“With passion and commitment, we have Coveri, the art of seduction Lotions! In perfect Mariella Burani style,

created a company that reflects the values Enrico Coveri with names that recall the richness,
and teachings shared in our family. These was a real softness and luminosity of the fabrics
values guide us in the relationship with our fashion star. chosen for her clothes: velvets, silks and
employees and customers.” His vitality and soft linens, with floral motifs inspired by
This is the credo that the Berchi family energy were an Mariella Burani’s iconic creations, paying
has believed in for over thirty years, essential and tribute to all Burani women.
allowing them to achieve great success unforgettable
in the cosmetics business with their part of the free
brands Canova and Dermatrophine. A and carefree
turning point came in July 2020, with spirit of the
the development of the perfumery 1980s.
distribution channel as a strategic focus “Sequins are to Coveri what chains are
for Sifarma which entered the perfume to Chanel” Janie Samet wrote in Le Figaro
market by signing licensing agreements in 1983. His innovative style focused on
with Italian designer brands for the elements that will remain milestones in
development and global distribution the Enrico Coveri fashion house: colour,
of fragrances. Italian brands that have pop graphics and sequins. Coveri is still
written the history of fashion and a dynamic brand today that is not limited
perfumery in Italy and in the world by its history but continues to renew
have been carefully selected for this its offer, carefully following its idea of
new chapter. The fragrances, with an “life style”. In 2020 Sifarma began the
“affordable luxury” positioning, represent strategic review of the Coveri portfolio
a perfect combination of quality and and launched a new generation of
refinement with prices accessible for all contemporary Coveri fragrances. These
budgets. The offer is constantly evolving new launches in the Coveri Contemporary
and being enriched by new fragrances for franchise in 2023 include ENRICO COVERI
men and women, resulting in a wide offer BLACK CONTEMPORARY, and COVERI
with perfumes for every occasion. CONTEMPORARY GIRL ROSE GLOW.

basile of Basile men’s fragrances created by A new fragrance collection, faithful to the
The brand was founded in the late 1970s Sifarma in 2023. Attention to tailoring brand’s sartorial heritage, has come into
from a solid male sartorial tradition. It details and quality fabrics have always being. It can be described as traditional
quickly became the first Italian company been the hallmarks of the Basile brand. but with an eye on the future. The stitched
to produce men’s and women’s ready-to- label as the line’s defining graphic element
wear fashions. It was also in part thanks recalls the labels of sartorial suits. The
to the BASILE brand that Milan gained choice of patterns and names echoes
its fame on the fashion scene! In 2022 typical menswear fabrics. In December
Sifarma signed a license agreement for 2022, SIFARMA purchased the Morris and
the production and global distribution Gocce brands. With Sifarma, this marks
of Basile fragrances, with the first launch the beginning of a new chapter for the
Morris brand. New projects are coming
42 in the next few months, starting with the
new generation of Gocce di Napoleon.