Lorenzo Villoresi

What Lorenzo Villoresi does

Lorenzo Villoresi is an Italian luxury perfume house founded in 1990 in Florence by Lorenzo Villoresi, who established the maison after studying philosophy and traveling through the Middle East to research ancient perfume cultures and raw materials. The company produces fragrances, home fragrance products, museum-themed lifestyle goods, and luxury accessories entirely in-house, with what it describes as "meticulous attention to detail" and an ongoing pursuit of the highest-quality ingredients.

Its core product lines are (1) fine fragrances in Eau de Parfum, Eau de Toilette, and 2ml trial sizes, organized into signature collections such as Mare Nostrum TETI, Teint de Neige, and Olea Europaea; (2) home fragrance products including scented candles, room aromatizers, refills, incense in grains, sachets, pot pourri, and room essences; (3) the Villoresi Museum sub-brand, which extends the maison into scented books, bookmarks, matching games, playing cards, and incense; and (4) accessories in travertine marble, white Carrara marble, gold- and silver-plated brass, ebony, and professional perfumery instruments (blotters, holders, glass funnels). The underlying "technology" is artisanal formulation and packaging rather than software, with a distinctive signature hexagonal bottle as a design identifier.

The business model is direct-to-consumer luxury, anchored by a flagship boutique inside a Renaissance palazzo at Via de' Bardi 12 in Florence and dedicated EU and US e-commerce storefronts (lorenzovilloresi.it/eu_en and /us_en) supported by separate press and customer-service contacts. Pricing is unit-based and premium-tiered, ranging from EUR 2.50 (scented bookmark) through EUR 52+ for Eau de Toilette to EUR 180 for a 100ml Eau de Parfum. A Discovery Set service lets customers build custom at-home sampling kits to drive trial, and a store-locator routes buyers to authorized retailers. The customer base is discerning individual luxury fragrance consumers seeking distinctive, non-mass-market scents, with no disclosed enterprise or B2B accounts.

Name

Lorenzo Villoresi

Legal name

Lorenzo Villoresi

Website

https://lorenzovilloresi.it

Company type

Private

Founded year

1990

Operating status

Operating

Headcount range

11–50 employees

Short description

Lorenzo Villoresi is a Florence-based Italian luxury perfume house founded in 1990, producing artisanal fragrances, home scents, museum-themed lifestyle products, and accessories, sold direct-to-consumer via flagship boutique and dedicated EU and US e-commerce storefronts.

Ownership category

akta.pro rank

Product category

Luxury Fragrances and Perfumery

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Luxury Fragrance & Beauty (Designer/Luxe) (CRAKAFAH)

akta.pro secondary industries

Fine Fragrance (Women’s/Men’s/Unisex) (CRABADAA), Natural & Clean Fragrance (CRABADAG), Multi-category Luxury Maisons (Jewelry/Watches/Leather/RTW) (CRAKAFAA)

Keywords

• Artisan perfumery
• Luxury fragrances
• Home fragrance products
• Fine eau de parfum
• Scented candles

Headquarters

HQ city

Firenze

HQ country

Italy

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Fragrance Products: Sale of perfumes and fragrances including Eau de Parfum, Eau de Toilette, and trial sizes. Products include signature collections like Mare Nostrum TETI, Teint de Neige, and Olea Europaea Collection.
2. Home Fragrances: Room fragrances including scented candles, room essences, incense, scented sachets, room aromatizers, refills, and pot pourri products.
3. Museum Collection Products: Villoresi Museum branded products including scented books, bookmarks, matching games, playing cards, and incense designed to educate about the world of fragrances.
4. Accessories: Luxury accessories including travertine marble, white Carrara marble, gold and silver plated brass, ebony items, and professional perfumery instruments (blotters, holders, funnels).

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Lorenzo Villoresi is an Italian luxury perfume maison that internally crafts and sells artisanal fragrances (Eau de Parfum, Eau de Toilette, trial sizes, and curated collections such as Olea Europaea and Teint de Neige), home fragrance products (scented candles, room aromatizers, refills, incense, sachets, pot pourri, room essences), educational Villoresi Museum items (scented books, bookmarks, card games), and luxury accessories (marble, brass, ebony, perfumery instruments). All products are produced in-house with high-quality raw materials and sold direct-to-consumer through company e-commerce sites and a Florence boutique.

Product overview

Lorenzo Villoresi is an Italian perfume house founded in 1990 by Lorenzo Villoresi, specializing in luxury fragrances and home fragrance products. The company's offerings include: (1) Fragrances - including Eau de Toilette and Eau de Parfum in various sizes, trial sizes, gift sets, and curated collections such as Best Sellers, New fragrances, and the Olea Europaea Collection; (2) Home Fragrance - comprising room fragrances, room aromatizers, refills, scented candles, scented sachets, scented stones and pot pourri, and room essences; (3) Villoresi Museum Products - educational and scented items including matching games, playing cards, scented books and bookmarks, incenses in grains, room essences, and bisquit rings; (4) Accessories - including professional perfumery instruments (blotters, blotter holders, funnels), travertine marble, white Carrara marble, gold and silver plated brass, and ebony accessories; (5) Discovery Set - a customizable service allowing customers to create their own fragrance sampling set. The signature hexagonal bottle is a distinctive feature representing understated, personal luxury. Production is carried out internally with meticulous attention to detail and a quest for highest quality ingredients.

Differentiator

Problem solved

Functional benefit

Brands

• Villoresi Museum: A collection of museum-related products including scented books, bookmarks, incenses, room essences, and educational games about the world of fragrances.

Products and services

• Mare Nostrum TETI Eau de Toilette Floral-fruity Eau de Toilette from the Mare Nostrum TETI line featuring top notes of wild berries and mandarin, a heart of magnolia, lily of the valley, white flowers, and blackcurrant, and a base of peach, jasmine, mimosa, and orange blossom; sold in 100ml and 15ml spray formats for individual luxury fragrance consumers.
• Mare Nostrum TETI Eau de Parfum Higher-concentration 100ml spray Eau de Parfum interpretation of the TETI fragrance, with floral-fruity notes on a base of peach, jasmine, mimosa, and orange blossoms; targeted at luxury fragrance consumers.
• Mare Nostrum TETI Trial Size 2ml 2ml trial-size spray of the Mare Nostrum TETI fragrance, designed to let customers sample the scent before committing to a full bottle.
• Olea Europaea Collection A curated fragrance line inspired by the Olea Europaea (olive) plant, marketed as a themed collection within the maison's personal fragrance portfolio.
• Gift Sets Pre-curated sets of Lorenzo Villoresi fragrances assembled for gifting occasions, sold direct through the e-commerce site.
• Room Fragrances Collection Grouped range of home fragrance products including the Room Aromatizer with rattan sticks, refills, and matching room essences, designed to diffuse scent in living spaces.
• Scented Candles Luxury scented candles from the home fragrance line for ambiance in residential interiors.
• Scented Sachets Scented sachets for home fragrance diffusion in closets, drawers, and small rooms.
• Scented Stones and Pot Pourri Scented beads, stones, and pot pourri products designed to fragrance interiors.
• Incenses in Grains Museum Natural frankincense resin incense in grains (Boswellia genus) with a balsamic, spiced, resinous profile and conifer, citrus, green, and sour apple undertones, sold under the Villoresi Museum collection.
• Room Essence Museum Concentrated room essence for use with the maison's diffuser, terracotta ring (bisquit ring), or to refresh pot pourri, sold as part of the Villoresi Museum collection.
• Bisquit Ring Museum Terracotta lamp ring diffuser accessory on which a few drops of room essence can be placed to diffuse fragrance via radiator heat; part of the Villoresi Museum collection.
• Scented Book Teint de Neige Museum 64-page scented book infused with Teint de Neige fragrance, sized 14x20 cm, usable as a travel diary or notebook; part of the Villoresi Museum collection.
• Scented Bookmark Teint de Neige Museum 5x16 cm scented bookmark infused with Teint de Neige fragrance, sold as part of the Villoresi Museum collection.
• Matching Game 72 Cards Educational card game of 72 cardboard cards (80mm) with 36 photographs of plants and flowers used in perfumery, designed to teach scent recognition, sold as part of the Villoresi Museum collection.
• Playing Cards 2 Decks of 54 Set of two decks of 54 playing cards (63x88mm each) decorated with plants and flowers from the Aromatic Garden of the Museo Villoresi, part of the museum collection.
• Blotters for Eau de Toilette Professional perfumery blotters made from special paper free of colors and solvents, sold in boxes of 50 (each 4.5 x 11 cm) to evaluate Eau de Toilette fragrances without interference.
• Blotters for Essence Professional perfumery blotters sold in boxes of 100 (each 1 x 14.3 cm), made from special paper free of color agents and solvents, designed for evaluating room essences and essential oils.
• Blotters Holder Desk-top holder for perfumery blotters, used to organize fragrance-soaked blotters and evaluate scent evolution over time; sold as a professional accessory.
• Blow Glass Funnel Hand-blown glass funnel designed as an accessory for refilling precious crystal perfume bottles.
• Travertine Marble Accessories Luxury accessories crafted from travertine marble, sold as decorative and functional pieces within the maison's accessories line.
• White Carrara Marble Accessories Luxury accessories crafted from white Carrara marble, sold as decorative and functional pieces within the maison's accessories line.
• Gold and Silver Plated Brass Accessories Luxury accessories made from gold-plated and silver-plated brass, sold within the maison's accessories line.
• Ebony Accessories Luxury accessories crafted from ebony wood, sold within the maison's accessories line.
• Discovery Set Customizable sampling set that lets customers select individual fragrances to try at home before committing to a full bottle; ordered direct through the maison's e-commerce site.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Diptyque: Paris-based luxury fragrance and home-scenting brand (now owned by Manzanita Capital and historically co-owned by LVMH) offering perfumes alongside a deep candles, diffusers and home fragrance line — directly analogous portfolio to Villoresi's fragrance-plus-home offering.
• Amouage: Oman-headquartered luxury fragrance maison known for high-end EDPs and home scenting with a strong cultural/heritage narrative and selective global distribution — closely comparable premium positioning and storytelling approach to Villoresi.
• Acqua di Parma: Iconic Italian luxury fragrance maison founded in 1916, selling premium Eaux de Cologne and ancillary home/leather goods through DTC and selective retail; the closest heritage-style Italian luxury perfume peer to Lorenzo Villoresi.
• Maison Francis Kurkdjian: Paris-based niche luxury fragrance house (now majority-owned by LVMH/Groupe LVMH) built around a single master perfumer's vision; comparable as a perfumer-led luxury maison, and useful as a benchmark for what scale and exit pathways can look like for founder-led niche houses.
• Profumum Roma: Italian ultra-niche fragrance house focused on handcrafted extraits with strong storytelling and a similarly small artisanal manufacturing footprint; comparable in scale, positioning and Made-in-Italy identity to Villoresi.
• Officina Profumo-Farmaceutica di Santa Maria Novella: Florence-based heritage perfumery and pharmacy dating to the 13th century, producing artisan fragrances, cosmetics and home scenting products with in-house production — the most locally and operationally analogous maison to Villoresi.
• Xerjoff: Turin-based luxury niche perfume house offering premium-priced extrait de parfum and home fragrance in artistic packaging, sharing Villoresi's positioning as an independent Italian luxury fragrance maker.

Emerging players

• Le Labo: Modern niche fragrance house built on artisanal positioning and bespoke-label storytelling, now owned by Estée Lauder; comparable as a perfumer-led brand that successfully scaled within the niche luxury fragrance segment.
• Santa Maria Novella (US flagship / niche distribution comparators) — substitute: Byredo: Stockholm-originated modern niche luxury fragrance house with strong DTC, lifestyle brand extension and now owned by Puig; comparable as a digitally-led niche perfume brand that scaled from small founder-led roots to global premium retail.

Broad incumbents

• Penhaligon's: British heritage perfumery (founded 1870) producing premium EDPs, shave and home scents under luxury group ownership; comparable as a long-established European fragrance maison with broader categories and global retail.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/lorenzovilloresifirenze
• Instagraminstagram.com/lorenzovilloresi
• Xx.com/lorenzovillores
• LinkedInlinkedin.com/company/lorenzo-villoresi-firenze

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Lorenzo Villoresi