Page 84 - EM EXPORT MAGAZINE PERFUMERY EDITION

INTERVIEW

RANCÉ1795

A STORY OF EVOLUTION AND UNIQUENESS

2024 was the year of development in Web and digital
communication. In addition to enriching our collections,
we have given a special turning-point to our image on
the Web. We were already present but we wanted to gain
greater visibility, in terms of extension and positioning.

EM: Each brand has its own identifying codes,
What are yours, both to satisfy existing clientele
and to arouse interest in new consumers?
GR: Rancé1795 is currently distributed in about fifty
countries worldwide. Such a variety of markets,
cultures and distances requires the ability to create
glocal activations, i.e. with an approach which is both
global and local at the same time. In order to remain
always coherent and recognizable in our uniqueness,
we communicate what can be defined as “codes”; our
corporate colours, the logo representing our year of
foundation and the crown-hat which evokes the figure
of Napoleon Bonaparte, our hashtags... This is a series
of elements which convey all over the world our history
and our modernity, unequivocally.

EM: the portfolio of our brands is marked by great
coherence; do you agree with this statement?
GR: As I said, when you inherit a history of several
centuries and at the same time you want to be global
INTERVIEW WITH GIOVANNI and innovative, coherence is fundamental.
RANCÉ, RANCÉ 1795 CEO It is a value that we respect in all our collections and
brands.

EXPORT MAGAZINE: How has the brand Rancé EM: Are you satisfied with distribution on the
evolved in 2024, compared to previous years? various foreign markets?
GIOVANNI RANCÉ: Our Maison honours a unique GR: We are very satisfied with our presence on the export
history of creativity and research of over 225 years: it markets. This year we saw an important consolidation
can be said that evolution is our distinctive feature. The and expansion of the US market, as well as significant
ability to preserve loyalty and coherence with respect to expansion in the Far East, which for us is a key market.
our values but at the same time an attitude to innovation, At the same time we are always ready to evaluate
are the characteristics that allow us to remain alive and expanding on new markets, in particular on those
up to date in a world which is also continuously changing. which, until a few years ago, did not have the potential

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