Dr. Vranjes SRL
Dr. Vranjes SRL is a Florence-based luxury fragrance company founded in 1983 that designs, formulates, and produces artisanal home diffusers, scented candles, catalytic lamps, and personal perfumery under the Dr. Vranjes Firenze brand, selling DTC and via 75+ countries to affluent consumers and, increasingly, commercial and hospitality clients.
- Company typePrivate
- Founded1983
- HeadquartersFlorence, Italy
- Headcount101–250
- GTM typeB2C
- OfferingHardware or Manufacturing
What Dr. Vranjes SRL does
Dr. Vranjes SRL is a Florence-based luxury fragrance company that designs, formulates, and produces artisanal home scenting and personal perfumery products, founded in 1983 by Paolo and Anna Maria Vranjes as Antica Officina del Farmacista and rebranded as Dr. Vranjes Firenze in 2008. The company operates a vertically integrated R&D laboratory and production facility in the Florence area (Bagno a Ripoli), using vegetable-origin alcohol and primarily natural essential oils, with all products handcrafted in Tuscany. Its portfolio centers on the signature octagonal bottle design inspired by the Florence Cathedral's dome and spans room reed diffusers, scented candles, Lamparfum catalytic lamps, Carparfum automotive fragrance accessories, a 2022-launched Eau de Parfum personal fragrance collection, and bath and body products, with a refill ecosystem generating repeat purchases across more than 30 original scents.
The company sells primarily direct-to-consumer through its multilingual e-commerce storefront and a global network of physical boutiques and authorized retailers present in over 75 countries, and it is expanding into B2B commercial and hospitality olfactory branding following the November 2025 acquisition of a 51% stake in Integra Fragrances. Pricing is publicly disclosed at premium unit levels (diffusers €40-€382, candles €28+, EDP €50, gift sets up to €280), supported by a multi-channel digital marketing strategy spanning email, Instagram, Facebook, Google search, and earned media. Dr. Vranjes Firenze was acquired by L'Occitane Group in 2023, reported over €42 million in sales for 2023, achieved B Corp certification in August 2025, and is guiding for double-digit revenue growth in 2025.
Dr. Vranjes SRL firmographics
Firmographics- Name
- Dr. Vranjes SRL
- Legal name
- Dr. Vranjes Firenze S.p.A.
- Website
- https://drvranjes.com
- Company type
- Private
- Founded year
- 1983
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Dr. Vranjes SRL is a Florence-based luxury fragrance company founded in 1983 that designs, formulates, and produces artisanal home diffusers, scented candles, catalytic lamps, and personal perfumery under the Dr. Vranjes Firenze brand, selling DTC and via 75+ countries to affluent consumers and, increasingly, commercial and hospitality clients.
- Ownership category
- akta.pro rank
Dr. Vranjes SRL industry classification
Industry- Product category
- Luxury Home Fragrance
- NAICS
- Cosmetics, Beauty Supplies, and Perfume Retailers (456120)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844)
- akta.pro primary industry
- Air Care & Home Fragrance (Air Fresheners, Candles, Plug-ins, Diffusers) (CRADAKAI)
- akta.pro secondary industries
- Personal Fragrances (Perfume, Cologne, Body Sprays) (CRADANAD), Home Fragrance (Candles, Diffusers, Room Sprays) (CRABADAE), Candles, Home Fragrance & Diffusers Retail (CRAIACAC)
Keywords
Where Dr. Vranjes SRL is headquartered
LocationHeadquarters
- HQ city
- Florence
- HQ country
- Italy
- HQ region
- Europe
Offices2 records
Markets served
Dr. Vranjes SRL business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Operations, Technology or R&D
Revenue model
- Home Fragrance Products: Sale of room diffusers, scented candles, Lamparfum catalytic lamps, Carparfum car fragrance accessories, and refills. One-time purchase with refill purchases driving repeat revenue. Over €42 million in sales reported for 2023 with double-digit growth anticipated for 2025.
- Eau de Parfum: Personal fragrance line launched in 2022, offering EDP products including Meriggiare, Intrigo, Chiaroscuro, Capogiro, Tintinnio, Petaloso, Mattutino, and Nottetempo. Extends brand from ambient to personal perfumery.
- Body Care and Hand Soap: Scented hand soap collection and body care products including hand cream and body lotion, sold alongside fragrance refills to create a holistic scented lifestyle offering.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Room Diffusers range from entry-level 100ml to large-format 5000ml bottles |
| Unit Pricing | Pay-as-you-go | Scented Candles range from 80g to 6kg in various glass vessel designs |
| Unit Pricing | Pay-as-you-go | Carparfum car fragrance diffuser in Chrome, Carbon, and Nickel finishes |
| Unit Pricing | Pay-as-you-go | Eau de Parfum Discovery Kit and individual bottles |
| Unit Pricing | Pay-as-you-go | Gift sets and special edition products |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels7 records
Dr. Vranjes SRL product offering
Product offeringCore offering
Dr. Vranjes SRL (Dr. Vranjes Firenze) is a Florence-based luxury fragrance house that designs, formulates, and produces artisanal home fragrance products including alcohol-based reed room diffusers (Rosso Nobile flagship), hand-poured scented candles, Lamparfum catalytic lamps, Carparfum car fragrance accessories, and a 2022-launched Eau de Parfum personal fragrance line. The portfolio is extended with scented hand soaps, body care, and a dedicated refills and accessories range, all handcrafted in Italy from vegetable-origin alcohol and primarily natural essential oils, and sold via direct e-commerce, brand boutiques, and authorized retailers in 75+ countries.
Product overview
Dr. Vranjes SRL is a Florence-based luxury home and personal fragrance company offering a unified portfolio of products centered on premium scenting solutions. The core offering consists of Room Diffusers (alcohol-free reed diffusers, including the signature Rosso Nobile), Scented Candles, Lamparfum catalytic lamps, and an Eau de Parfum personal fragrance collection launched in 2022. The portfolio is complemented by Carparfum automotive fragrances, Hand Soap scented body care, and Refills and Accessories. The company positions itself as Dr. Vranjes Firenze, combining Italian artisanal tradition with contemporary fragrance design across home and personal care categories.
Differentiator
Problem solved
Functional benefit
Products and services
- Room Diffusers Signature alcohol-based reed diffuser line in 100ml to 5000ml sizes, dispersing premium fragrances (Rosso Nobile, Ginger Lime, Oud Nobile, Ambra, Milano, Fico Aromatico, Magnolia Orchidea, Limone Cedrato, etc.) throughout living spaces.
- Scented Candles Hand-poured scented candles in 80g to ~6kg sizes across multiple glass vessel designs, crafted with natural waxes and premium fragrance oils for ambient home scenting.
- Lamparfum Catalytic Lamps Catalytic combustion fragrance lamps that flamelessly diffuse scent throughout larger spaces, combining home fragrance diffusion with decorative lamp design.
- Carparfum Car Fragrance Automotive fragrance diffuser accessories in Chrome, Carbon, and Nickel finishes, providing consistent passive scenting of vehicle interiors; sold bundled with scented refills.
- Eau de Parfum Collection Personal fine fragrance line of Eau de Parfum products (Meriggiare, Intrigo, Chiaroscuro, Capogiro, Tintinnio, Petaloso, Mattutino, Nottetempo) plus a Discovery Kit, extending the brand from ambient scenting into wearable perfumery.
- Hand Soap Collection Scented liquid hand soaps (Rosso Nobile, Miele e Limone, Verbena, Cipresso e Rosmarino) plus hand cream and body lotion, combining skin care with the brand's signature fragrance identity.
- Refills and Accessories Replacement fragrance refills (diffusers 100ml to 5000ml, Lamparfum 500ml, Carparfum, hand soap) plus accessories such as replacement reeds, lamp accessories, decanter gift items, and gift sets to sustain ongoing product use.
- Gift Cards and Gift Sets Gift cards, limited edition gift boxes, special-edition gift items (Rosso Nobile Decanter, Calvados 700ml Snifter Glass), and curated fragrance gift sets supporting consumer and corporate gifting.
Companies that use Dr. Vranjes SRL
Customer profileNamed customers1 record
Segments2 records
Ideal customer profiles2 records
Dr. Vranjes SRL technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration6 records
Feature1 record
Dr. Vranjes SRL partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Integra Fragrances S.p.A.coreVranjes Firenze acquired a 51% stake in Integra Fragrances on November 3, 2025. The acquisition aims to transform Vranjes Firenze from a home fragrance specialist into a full-service fragrance house with expanded capabilities for commercial, hospitality, and large-scale olfactory branding sectors.
Scale indicators7 records
Recent moves9 records
Expansion highlights6 records
Dr. Vranjes SRL competitors and assessment
Company assessmentDirect peers
- Diptyque: Parisian luxury home fragrance brand best known for its candles and room diffusers; competes head-to-head with Dr. Vranjes Firenze in the same upscale distribution channels and similar price points.
- Le Labo: Luxury niche fragrance house offering candles and home scents alongside its EDP line; comparable artisanal positioning and DTC-plus-boutique model to Dr. Vranjes Firenze.
- Maison Margiela (Replica Candles): Maison Margiela's Replica candle line competes directly with Dr. Vranjes scented candles in department stores and specialty luxury fragrance retail worldwide.
- Byredo: Swedish luxury fragrance house offering candles, room sprays, and personal fragrances with similar premium pricing and boutique-led distribution as Dr. Vranjes Firenze.
- Acqua di Parma: Italian luxury fragrance house with a home fragrance line including candles and diffusers; directly comparable heritage Italian positioning and overlapping premium retail doors.
- Cire Trudon: Historic French luxury candle maker with comparable ultra-premium positioning, heritage storytelling, and selective distribution overlap with Dr. Vranjes Firenze.
- Santa Maria Novella: Heritage Italian perfumery founded in Florence offering home fragrances, candles, and personal care; shares Florentine provenance, artisanal heritage, and luxury positioning.
Broad incumbents
- Jo Malone London: Estée Lauder-owned luxury home and personal fragrance brand with strong global boutique presence; competes broadly in the same channels but at a larger scale and with broader assortment.
- L'Occitane en Provence: Sister brand under L'Occitane Group, sharing corporate parent and overlapping distribution infrastructure with Dr. Vranjes Firenze, though focused on body care and wider personal care rather than home fragrance.
- Molton Brown: British luxury bath, body, and home fragrance brand with a similar premium gifting and DTC-plus-retail model; competes with Dr. Vranjes Firenze across candles, diffusers, and bath lines in department stores globally.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
Dr. Vranjes SRL social profiles
Digital presenceDr. Vranjes SRL compliance and trust
Trust signalCompliance3 records
Dr. Vranjes SRL financial estimates
Financial estimateRevenue estimate
Valuation estimate
Dr. Vranjes SRL leadership team
Management profileNumber of profiles
Profiles4 records
Dr. Vranjes SRL subsidiaries and ownership
Company hierarchySubsidiaries1 record
Dr. Vranjes SRL funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Dr. Vranjes SRL M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Dr. Vranjes SRL
What does Dr. Vranjes SRL do?
Dr. Vranjes SRL (Dr. Vranjes Firenze) is a Florence-based luxury fragrance house that designs, formulates, and produces artisanal home fragrance products including alcohol-based reed room diffusers (Rosso Nobile flagship), hand-poured scented candles, Lamparfum catalytic lamps, Carparfum car fragrance accessories, and a 2022-launched Eau de Parfum personal fragrance line. The portfolio is extended with scented hand soaps, body care, and a dedicated refills and accessories range, all handcrafted in Italy from vegetable-origin alcohol and primarily natural essential oils, and sold via direct e-commerce, brand boutiques, and authorized retailers in 75+ countries.
Is Dr. Vranjes SRL a public or private company?
Dr. Vranjes SRL is a private company. It is classified as corporate owned and is currently operating.
When was Dr. Vranjes SRL founded?
Dr. Vranjes SRL was founded in 1983. It employs 101 to 250 people.
Where is Dr. Vranjes SRL based?
Dr. Vranjes SRL is headquartered in Florence, Italy, in the Europe region.
How does Dr. Vranjes SRL make money?
Three revenue lines are on record. Home Fragrance Products are the primary driver. The others are eau de Parfum and body Care and Hand Soap.
Who are Dr. Vranjes SRL's main competitors?
Direct peers on record are Diptyque, Le Labo, Maison Margiela (Replica Candles), Byredo, Acqua di Parma, Cire Trudon and Santa Maria Novella. Broad incumbents are Jo Malone London, L'Occitane en Provence and Molton Brown.
Does Dr. Vranjes SRL have an API?
No public API is recorded for Dr. Vranjes SRL.
What industry is Dr. Vranjes SRL in?
Dr. Vranjes SRL's product category is Luxury Home Fragrance. Its primary akta.pro industry code is CRADAKAI, Air Care & Home Fragrance (Air Fresheners, Candles, Plug-ins, Diffusers), with a secondary code of CRADANAD, Personal Fragrances (Perfume, Cologne, Body Sprays). Its NAICS code is 456120 and its SIC code is 2844.