Eredi Zucca Launches Luxury Fragrance Line, Tapping into Milan’s Rich Heritage
On Monday, Eredi Zucca, a luxury grooming brand, unveiled its inaugural collection of eight fragrances, each priced at $325 for a 100ml bottle. This new line, crafted by esteemed perfumers such as Blaise Mautin and Luca Maffei, draws inspiration from the brand’s barbershop located in Milan and the city’s vibrant culture. The fragrances will be available through the company’s e-commerce platform, at the New York-based furniture store Artemest, and will make their debut at Bergdorf Goodman in November.
A Legacy of Barbering
Founded in 2023, Eredi Zucca is rooted in a rich history that dates back to 1652, when the Zucca family opened its first barbershop. Situated in Milan’s prestigious Quadrilatero della Moda shopping district, the brand aims to blend traditional barbering with modern luxury. Alongside its fragrances, Eredi Zucca offers grooming products such as a $108 aftershave lotion and a $265 beard wax, which are already available in various European department stores. The brand is also set to expand its reach into the Middle East, with plans to launch in Ounass and Bloomingdale’s.
Ambitious Growth Plans
Eredi Zucca is poised for significant growth, with projections estimating around $2.3 million in revenue for the upcoming year. The brand’s expansion strategy includes opening additional barbershop locations globally, further solidifying its presence in the luxury grooming market.
The company is backed by D Capital, an investment firm led by entrepreneur Davide De Giglio, who is also the founder of New Guards Group. D Capital previously invested in Rhode, which was sold to E.l.f. Beauty for a staggering $1 billion in August. De Giglio’s investment portfolio also includes a minority stake in the historic fragrance and body care maker Santa Maria Novella, which served as a key inspiration for Eredi Zucca’s fragrance line.
Crafting Unique Scents
De Giglio expressed his passion for the fragrance industry, stating, “We don’t really need a new fragrance, but I fell in love with the [Santa Maria Novella] experience and learning about it.” The fragrances in the new line are steeped in history and artistry. For instance, “Narciso,” featuring notes of oud and myrrh, pays homage to the renowned Milanese painter Caravaggio. Meanwhile, “Ultima Cena,” infused with patchouli and rose, is a tribute to Leonardo da Vinci’s iconic painting, “The Last Supper,” which is housed in the Santa Maria delle Grazie church.
The Resurgence of Fragrance
The fragrance market has shown remarkable resilience, with growth rates outpacing other beauty categories. Consumers are increasingly willing to invest in both niche and designer scents, often spending upwards of $200 for unique fragrances. This trend is evident as luxury fashion houses like Rabanne and Bottega Veneta have recently launched ultra-premium fragrance lines.
Navigating a Competitive Landscape
Despite the promising outlook, Eredi Zucca enters a highly competitive arena for men’s fragrances. The market has seen a surge in young consumers, with boys as young as 11 becoming avid buyers. Competing against established brands like Creed and Dior, as well as niche players such as D.S. & Durga, will require strategic retail positioning. Robert Sorce, a fragrance business consultant and former U.S. president for niche brand Byredo, emphasized the importance of a meaningful wholesale presence for scaling in the American market, where owned stores typically account for only 15 to 20 percent of overall sales.
Marketing Strategy
Eredi Zucca’s marketing approach diverges from traditional methods. De Giglio has opted to forgo extensive out-of-home or influencer marketing campaigns. Instead, the brand will rely on word-of-mouth promotion, in-store staff engagement, and selective social media advertising to create buzz around its products.
A Focus on the Male Consumer
While growth remains a priority, De Giglio is committed to maintaining a focus on male consumers. He believes that the best way for customers to experience the brand is through its barbershop treatments. “When you get a hot towel on your face [in the barbershop], the fragrance is like that experience,” he noted, highlighting the sensory connection between grooming and scent.
Conclusion
Eredi Zucca’s launch of its luxury fragrance line marks a significant step in the evolution of the brand, intertwining a rich historical legacy with modern luxury. As the company prepares for global expansion and navigates a competitive market, its commitment to quality and heritage may well resonate with consumers seeking authenticity in their grooming products. With a unique blend of artistry and tradition, Eredi Zucca is poised to carve out a niche in the ever-evolving fragrance landscape.
