Camomilla Italia

What Camomilla Italia does

Camomilla Italia is an Italian women's fashion brand operated by C.M.T. Compagnia Manifatture Tessili S.r.l. a socio unico, a privately held Italian company headquartered in Rome. The company sells contemporary women's apparel (dresses, blouses, jackets, coats, knitwear, pants, skirts, denim), bags and accessories (backpacks, mini bags, wallets, scarves, jewelry, sunglasses, umbrellas), women's footwear, and a signature fragrance (Profumo CI). Its assortment is organized into sub-collections including Studio, Couture, Made in Italy, and Denim, supported by branded sub-lines such as CAMOMILLA ILOVE and CI. The company is recognized as a "Marchio storico" (Historic Brand) by Italian authorities and has been recognized by Il Corriere della Sera as a top Italian online fashion retailer in 2025-26 and 2026.

The core technology stack is built on Salesforce Commerce Cloud (Demandware) for e-commerce, with integrations to WhatsApp for conversational shopping, Facebook Login for identity, PayPal for payments, InPost for parcel-locker delivery, and Google reCAPTCHA for form protection. No proprietary technology, APIs, SDKs, or AI/ML capabilities are disclosed. Product data and content are managed through the standard Salesforce Commerce Cloud catalog framework, and the company publishes sustainability reports (Bilancio di Sostenibilità) for 2021 and 2022.

Camomilla's business model is direct-to-consumer fashion retail through two channels: an owned e-commerce storefront (camomillaitalia.com) with domestic and international shipping, and a franchise store network in Italy operating on a zero-entry-fee, zero-royalty model with omnichannel support (click & collect, reserve & collect, "scaffale infinito" e-commerce integration). Revenue is generated from one-time product transactions across apparel, accessories, footwear, and fragrance, supplemented by gift cards in €30-€100 denominations and the Lover Card / My Lovely Garden loyalty program. The primary customer is fashion-conscious Italian women seeking contemporary clothing and accessories; the secondary customer is entrepreneurs acquiring Camomilla franchise stores. Marketing is executed across Instagram, Facebook, Twitter, YouTube, email newsletter (with a 10% first-purchase incentive), WhatsApp, and loyalty program communications.

Name

Camomilla Italia

Legal name

C.M.T. COMPAGNIA MANIFATTURE TESSILI S.R.L. a socio unico

Website

https://camomillaitalia.com

Company type

Private

Founded year

1974

Operating status

Operating

Headcount range

101–250 employees

Short description

Camomilla Italia is a privately held Italian women's fashion retailer selling apparel, bags, accessories, shoes, and fragrance through its own e-commerce site and a national franchise store network, supported by the Lover Card loyalty program.

Ownership category

akta.pro rank

Product category

Women's Fashion Apparel

NAICS

Clothing, Clothing Accessories, Shoe, and Jewelry Retailers (458)

SIC

Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Luxury Retail & Clienteling (Boutiques/Omnichannel) (CRAKAFAM)

akta.pro secondary industries

Everyday Fashion Jewelry (Earrings/Necklaces/Bracelets/Rings) (CRAKABAA), Wallets & Cardholders (Small Leather Goods) (CRAAAJAC)

Keywords

• Women's fashion apparel
• Italian clothing brand
• Bags and accessories
• Women's footwear
• Fragrance retail

Headquarters

HQ city

Naples

HQ country

Italy

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Operations, Personnel, Infrastructure

Revenue model

1. Product Sales: Direct retail sales of women's apparel, bags, accessories, and shoes through e-commerce and franchise stores. Revenue generated through one-time product transactions with periodic promotional sales (30%, 40%, 50%, 60%, 70% discounts).
2. Gift Cards: Gift cards sold in denominations of €30, €50, €75, and €100, valid for 12 months from issuance. Non-rechargeable, usable across multiple purchases until balance is exhausted.
3. Loyalty Program: My Lovely Garden/Lover Card loyalty program generating customer retention and repeat purchases through exclusive benefits, private sales, and personalized discounts.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels7 records

Core offering

Camomilla Italia designs, brands and retails women's fashion apparel, footwear, bags, and accessories, complemented by a signature CI fragrance line. Products are sold directly to consumers through the camomillaitalia.com e-commerce platform and through a 25-year-old franchise store network in Italy, with supporting offerings including gift cards and the Lover Card loyalty program.

Product overview

Camomilla Italia is an Italian women's fashion brand operated by C.M.T. Compagnia Manifatture Tessili S.r.l. The product portfolio centers on women's clothing (Abbigliamento Donna) as the core offering, complemented by bags and accessories (Borse e Accessori), women's shoes (Scarpe Donna), and fragrance (Profumo CI). The brand offers multiple sub-lines including Studio (contemporary), Couture Collection (premium), Made in Italy (Italian-crafted), and Denim Collection. Supporting services include Gift Cards in €30-100 denominations, the Lover Card/My Lovely Garden loyalty program, and franchising opportunities for store expansion. The brand operates both physical stores and an e-commerce platform with omnichannel capabilities including click & collect and reserve & collect.

Differentiator

Problem solved

Functional benefit

Brands

• CAMOMILLA ILOVE: Brand line used for dresses and fashion items
• CAMOMILLA STUDIO
• CI (Camomilla Italia)

Products and services

• Abbigliamento Donna (Women's Clothing)

Quantifiable outcome

• 1.5 million active loyal customers through loyalty program
• +1 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Pinko: Italian-origin women's fashion brand selling clothing, bags, and accessories through a mix of directly operated and franchised boutiques worldwide alongside e-commerce. Operates in the same contemporary Italian price tier as Camomilla Italia and competes for the same women's fashion customer.
• Patrizia Pepe: Italian contemporary women's fashion brand with multi-category offerings (clothing, bags, accessories) sold through directly operated and franchised boutiques plus e-commerce. Comparable Italian price tier, multi-category assortment, and boutique-led distribution.
• Liu Jo: Italian contemporary women's fashion brand with multi-category offerings (clothing, bags, accessories, footwear), omnichannel retail combining e-commerce with franchised and directly operated boutiques, and a comparable mid-premium price positioning — making Liu Jo the closest direct competitor to Camomilla Italia in scale, format, and assortment.
• Twin-Set: Italian women's fashion brand offering apparel and accessories across mid-market to contemporary price points through boutiques and digital channels. Comparable Italian heritage positioning, multi-category women's assortment, and overlap in target demographic with Camomilla Italia.
• Terranova: Italian accessible fashion brand selling women's clothing and accessories through a network of directly operated and franchised stores with e-commerce support. Comparable assortment, store format, and Italian-market positioning to Camomilla Italia.
• Motivi: Italian affordable-to-mid-market women's fashion retailer with omnichannel store and e-commerce presence. Comparable assortment breadth (clothing, bags, accessories) and Italian market focus make Motivi a closely aligned peer to Camomilla's domestic positioning.
• Oltre: Italian women's apparel retailer with multi-category offerings sold through franchised boutiques and an e-commerce platform. Direct overlap in target customer, price tier, Italian domestic orientation, and franchise-led distribution model.
• Elisabetta Franchi: Italy-based women's fashion house selling dresses, ready-to-wear, and accessories through boutiques and digital channels. Comparable multi-category women's wardrobe offering in the Italian contemporary segment, with a stronger couture tier.

Broad incumbents

• Geox: Italian footwear-first brand that has expanded into apparel and accessories, sold through directly operated stores, franchise network, and e-commerce. Overlaps with Camomilla's shoes category and omnichannel franchise-plus-DTC structure, though Geox is footwear-anchored rather than apparel-led.
• Guess Europe: Multinational apparel and accessories brand with strong women's fashion assortment (jeans, dresses, bags, accessories). A larger, established brand operating broadly in women's fashion — overlapping with Camomilla's denim, accessories, and bag categories, but at greater scale and global reach.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/Camomillaitalia
• YouTubeyoutube.com/user/CamomillaItalia
• Facebookfacebook.com/CamomillaItaliaPaginaUfficiale
• Instagraminstagram.com/camomillaitalia

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Camomilla Italia