Page 94 - EM EXPORT MAGAZINE PERFUMERY EDITION

COMPANY
MAVIVE
IMPORTANT DEVELOPMENTS FOR THE
VENICE-BASED COMPANY INCREASINGLY
APPRECIATED ON INTERNATIONAL MARKETS
Marco Vidal, CEO Mavive SpA and The Merchant of Venice srl
leadership transition
This year the springtime brought with it a new
leadership transition for Mavive, the fragrance
company based in Venice. At its board of Directors
meeting on 28 March, Marco Vidal was appointed
the new CEO. He has been instrumental in
steering the company through challenging times,
in particular the pandemic, and has played a
pivotal role in setting the company on a course of
substantial growth.
Massimo Vidal continues as President, ensuring
that Mavive remains committed to its core values
and vision for sustainable and respectful growth.
The new Managing Director is Marcello Mengarelli,
who continues to lead the International Sales
Management team. His exceptional management
skills and dedication have significantly enhanced
the Mavive presence on international markets.
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International developments
In Great britain, Fragrance Factory Ltd (FFL), one of
the main distributors of fragrances and skincare,
closed at the end of 2023, followed by the creation
of Vidal Fragrances Limited (VFL).
This new company has expanded its presence
on the strategic UK market with a long-term
investment plan in developing existing and new
brands in the next five years. Sales and Marketing
Manager of FFL, Elizabeth Ross, has been appointed
Managing Director of VFL.
On the licence front, Mavive has signed a global
licencing agreement with bMW for the development,
production and distribution at worldwide level of
the first line of BMW fragrances. At the centre of
the partnership, there is the DNA of bMW, a brand
based on a “human-centric” vision, which defines
its horizons creating an optimistic vision for the
future. In line with the strategy of positioning of
BMW Lifestyle, the fragrances represent the first
entry of the brand in the beauty sector.
In the first half of 2024, Police To Be My Avatar a new
edition of the iconic skull line which is the first to
enter the metaverse, was launched.
2024 was also the year of ALPS (Alps Life Pure
Sensations), the new proprietary brand of the
company, which in May featured in an exclsuive
press event in Cortina to offer a holistic experience
of well-being based on neuroscience in one of the
most famous Alpine resorts.
The other brands of the company have also been the
subject of new launches (Furla with Armoniosa, The
Merchant of Venice with Moscado) and consolidation
of the existing lines on the markets. At the level of
turnover, all the brands are performing very well,
both at the level of sell-in and of sell-out.
A new important licence is also scheduled to arrive
in the second half of the year.