Dr.Vranjes Firenze

Founded in the heart of Florence in 1983, Dr. Vranjes Firenze is not simply a perfume brand: it is an ambassador of Italian sophistication around the world, where each fragrance tells a story of art, science and territory. Famous for its iconic room diffusers, in recent years the brand has embarked on an evolutionary journey that goes beyond olfactory décor.

By joining the L'OCCITANEgroup in 2024, innovation has taken on an unprecedented pace, supported by an ambitious plan for internationalization and product launches. The goal is clear: to accompany customers at all times of the day and in all places. A vision made possible by the tireless work of the R&D team, constantly engaged in the discovery of fragrances capable of telling stories and creating unique atmospheres.

2025 marked the launch of two new collections: "Florence in Translation," the unisex Eau de Parfum line, and "Hand Soap," with fragrances inspired by Florentine tradition. As of September 2025, Eau de Parfum is available in all formats, including travel-size, designed to accompany every journey and every moment.

In recent years, Dr. Vranjes Florence has observed a marked change in the habits of its users: about three-quarters of traffic now comes from mobile devices. This trend has prompted the company to rethink the mobile experience, focusing on the most sensitive stage of the purchase journey: shopping cart and checkout.

The previous "one-step checkout" was outdated, especially on mobile, where users seek fluidity and simplicity. The Impresoft Univerce team studied not only industry benchmarks but also solutions from other industries considered best practices in terms of usability, thus designing and implementing the new checkout. The result is a deep redesign that has dramatically improved the speed, intuitiveness and fluidity of the experience.

The intervention has been positively received both internally and by users, optimizing the checkout path by improving its KPIs. Today the process is more fluid and customizable, even from a multi-country perspective, making it possible to maintain a unified brand image while respecting the specificities of the various markets, as in the case of Japan, where ad hoc customizations were developed to adapt the checkout to local needs.

The numbers tell of a profound transformation: a business that has accelerated with growth rates consistently in double digits to become a central asset in the company's growth strategy. In parallel, key KPIs such as conversion rate, bounce rate and average browsing time have remained at excellent levels.

Finally, omnichannelality is one of the key goals for 2026. As direct channels grow, it may evolve to a true omnichannel model. This will not just be a technical change, but a cultural transformation: the goal is to build an ecosystem in which every customer, at every touch point, finds the same experience of excellence.