Preserving, passing on, and enhancing a heritage unlike any other in the world
Officina Profumo–Farmaceutica di Santa Maria Novella, the oldest pharmacy in the world, founded in 1221, transforms “cure” into a timeless sensorial experience, rooted in Florentine tradition and botanical mastery. Since 2020, with the entry of Italmobiliare into its share capital, the company has embarked on a path of evolution and international development which, combining tradition and innovation, aims at sustainable long-term growth to preserve, pass on and enhance a heritage that is unique in the world.
In September 2025, the leadership of the company was entrusted to a new CEO, Ludivine Pont, who has consolidated experience in the luxury sector and will be responsible for the global development of the brand. “The heart of the brand is in Florence – explains Pont – and we are incredibly fortunate to still be today in the place where it all began 800 years ago, in Via della Scala, next to the Basilica of Santa Maria Novella. A legacy that continues to renew itself over time, in a constant discovery.” It is the historical products that preserve the deepest narrative of the brand. For example, among the fragrances, the historic Acqua della Regina was created in 1533 as an essence for Catherine de’ Medici. The iconic Eau de Cologne line has now been joined by the Eau de Parfum line, central to growth and a starting point for new extensions inspired by the archive and the centuries-old history of the brand. In home care, iconic pieces such as the Pomegranate and the Pot Pourri have characterized the company, with potential for development in new formats and line extensions.
Since joining the Italmobiliare Group, a strategic plan has been implemented aimed at elevating the brand, strengthening international positioning and enhancing the direct sales network. Thanks to the Group’s guidance and investments – which overall have amounted to around 70 million euro – the company has accelerated its retail expansion, broadened its geographical presence and consolidated global brand recognition. The distribution network has been strengthened and now extends to over 30 countries, combining retail, qualified wholesale and e-commerce. The direct sales channel, which includes 40 stores worldwide and the brand’s e-commerce site, is strategic for development. Since Italmobiliare’s entry, Officina Profumo–Farmaceutica di Santa Maria Novella has opened subsidiaries in the UK, France and Japan, strengthened its presence in the US market with the opening of several directly operated stores (New York, Boston, Los Angeles, Las Vegas) and inaugurated new stores in Milan, Florence, London, Paris, Tokyo and Kobe. The economic results reflect the solidity of this path: since 2019, revenues have more than doubled, reaching around €70 million in 2024. Thirty-two percent of revenues is generated in Italy, 24% in EMEA and the remaining part in the United States (15%) and APAC (29%), two areas in which the company is heavily investing.
Like all the Group’s companies, Officina Profumo–Farmaceutica di Santa Maria Novella has embarked on a profound ESG transformation affecting all corporate functions. It has joined the SBTi, starting a journey towards net zero, and uses 100% electricity from renewable sources. Its commitment extends to transport efficiency, by reducing air shipments in favor of other lower-impact means, and to product and packaging innovation, with the goal of progressively reducing environmental impact along the entire value chain.
“The identity of the brand is its most authentic and precious side, fragments of which we continue to rediscover – concludes Ludivine Pont – We want to keep this spirit of discovery alive as we redesign the in-store experience, enhance the product offering and strengthen our presence in key markets. The objective for the coming years is to grow in direct retail, enhancing the current monobrand stores and focusing on ‘like-for-like’ growth, improving the product mix and investing in people, projecting Officina Profumo–Farmaceutica di Santa Maria Novella into the future without betraying its soul.”