Page 64 - EM EXPORT MAGAZINE PERFUMERY EDITION

INTERVIEW

THE FIRST

STRATEGIC INNOVATIONS

We are not stopping there. At The First we want to think
big and this is why we are working on the launch of new
brands that will allow us to consolidate our presence in
Drugstores, in Selective Perfumeries and penetrate new
distribution channels, such as Pharmacies and Artistic
Perfumery a – and all without loosing our focus on the
brands that for years have enriched our portfolio, such
as Arrogance, Acquadì and the more recent Essenza and
Coco Monoï… we are planning important new products
for these brands as well.

One of the

company’s

new ventures

is a brand which

captures the essence

INTERVIEW WITH of its city, Milan
TOMMASO CAPUTO,
SALES MANAGER, THE FIRST
EM: the choice of purchasing the licence of the
Veneranda Fabbrica del Duomo di Milano, clearly
stresses the desire to exalt a historic symbol of the
EXPORT MAGAZINE: 2024 is a particularly important city of Milan, where your company is based. Which
year in the history of tHE FIRSt, both concerning values does this brand intend to convey and in
the existing brands in your portfolio and new ones. which ones do you identify?
Can you tell us something about this? tC: Being a Milanese company means having the values
tOMMASO CAPUtO: 2024 is a year of great strategic and the characteristics of our city in your DNA and
innovations for The First. The first major news is about therefore putting into all the group’s projects: attention
the brand GianMarco Venturi. After many years of to detail, eclecticism, continuous evolution, love for
managing it as licensee, we have purchased the brand design and hard work. These characteristics are found
and in the next few months we will be concentrating our in all our brands, but the typical Milanese craftsmanship
resources to completely redefine the strategy. certainly finds its purest expression with Duomo Milano.

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