Italart: A. Tanzi

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A COMPANY PROJECTED TOWARDS THE FUTURE

It was in Parma, the cradle of Italian perfumery, that over fifty years ago Italart started to make and offer successful fragrances. A recent acquisition is the prestigious John Richmond licence and the company has recently signed an agreement for the creation and distribution of fragrances and related products with Fashion Box, a leading company in premium denim and casualwear, which controls the Replay brand.

REPLAy: THE NEW LICENCE FROM ITALART

The exclusive worldwide licence has recently started (in July 2022) with the launch of the new line of natural body fragrances Earth Made. The project is inspired by a capsule collection of Replay apparel totally made from organic fibres and dyed with eco-certified ZDHC mineral pigments, embracing the philosophy of the reconnection with the planet Earth. Earth Made comes in four natural body fragrances with names that pay tribute to the colours of the earth: Tuscany Yellow, Antartica Blue, Amazonian Green, Arizona Orange, to be translated into a vibrant palette of understated bottles in recycled glass. There are four genderless fragrances, 100% vegan, of certified natural origin and with totally ecogreen packaging. The body natural eau de toilette excel for sustainability; with extracts of Thalassogaia and Phytogaia, they contain alcohol of lant origin, guaranteeing a long persistence of the scent to covey maximum physical and mental well-being and the beneficial effects of the natural extracts. The Planet Earth project is the perfect expression of the DNA and of the strong identity of Replay and is in line with the ethical and sustainable approach of Fashion Box, while according to Alberto Tanzi, CEO of Italart, the two companies share dynamism, values and an emic and ethical approach.

EXPORT MAGAZINE: ITALART is a company with an all-Italian story. You are the third generation. Can you illustrate your journey? ALBERTO TANZI: ITALART is a family business which was founded over fifty years ago, in the time of the economic boom, when everything was easy fun and successful. Today it is another world, everything has changed and this recent period of the pandemic has further accelerated this process. It is neither better nor worse, it is only very, very different. The products have changed, as have the ways of communicating and distribution. Our philosophy to be successful is based on the diversification of the product (perfumes under licence, house brands and private label), of client and distribution, on maximum flexibility and fast reactions. Fragrance is our core business in all its forms of expression.

EM: You are traditionally specialized in alcoholic perfumery, with your own production plant. What are the requisites, from when a licence is acquired, to create successful fragrances on international markets, including the Italian one? AT: Effectively there are only a few of us left that still have our own production plant and we are holding on to it very tightly. It allows us to have greater quality

Alberto tAnzi

who represents the third generation of the family, then illustrates the evolution of the journey of one of the oldest italian companies, today a leading player on the market with perfume under licence and house brands

control and a productive flexibility that otherwise we could not even dream of. As far as the success of a licence is concerned, I think that it is fundamental to enter, as if we were actors, into the part of the brand, working in close synergy, exalting the strengths and the main points with fragrances and packaging that reflect the lifestyle of the brand.

EM: Which brands are in your portfolio? Are there any new arrivals? AT: At the moment the brands under licence and proprietary brands include Replay, John Richmond, Rocco Barocco, Ipure and Battistoni.

EM: Sustainability is a topic that is close to the hearts of each and everyone of us. What is Italart’s commitment in this regard? AT: I think that every company projected towards the future absolutely has to take this requirement into account, therefore we are also very sensitive to the subject. We are actually developing an all-round super-sustainable project: from the packaging to the way of processing the fragrance, also trying to limit to a minimum the polluting emissions thanks to a production with a zero carbon footprint.