Ludivine Pont has taken the helm of Officina Profumo-Farmaceutica di Santa Maria Novella as its new CEO, starting September 1st. This marks a significant transition for the renowned Florentine brand, famous as the oldest apothecary in the world. Pont comes with a wealth of experience from her previous role as chief marketing officer at Balenciaga, where she worked closely with artistic director Demna on the brand’s global expansion and innovative digital strategies. Her exit from Balenciaga coincides with a pivotal moment for the brand, as Demna steps into a new role at Gucci, leaving a notable mark in the fashion industry.
Before her tenure at Balenciaga, Pont played an essential role at Moncler, rising to the position of worldwide marketing and communication director. She joined the Italian brand in 2016, just as it was undergoing a significant transformation under CEO Remo Ruffini. This included the launch of the “Moncler Genius” project, which featured capsule collections in collaboration with various designers like Pierpaolo Piccioli and Simone Rocha. Pont’s previous contributions also helped enhance Philipp Plein’s international footprint, showcasing her strong marketing acumen and strategic insight.
At Officina Profumo-Farmaceutica di Santa Maria Novella, Pont is set to guide the brand’s global development while honoring its unique heritage and artisanal craftsmanship. Carlo Pesenti, the CEO of parent company Italmobiliare, highlighted the brand’s rich history and its impact on Italian culture and perfume diffusion throughout Europe. He expressed confidence in Pont’s capabilities, emphasizing her international experience and vision as vital assets that will drive the company’s growth while maintaining its core values.
Until Pont officially takes over, the brand will be managed by general manager Giampiero Pesenti and the current team, following the departure of former CEO Giovanna Paoloni. Pont has expressed her excitement for the new role, stating, “It is a great honor and a profound responsibility to take on the leadership of Officina Profumo-Farmaceutica di Santa Maria Novella,” underscoring the brand’s legacy in botanical and pharmaceutical excellence that spans over eight centuries.
Currently, Officina Profumo-Farmaceutica di Santa Maria Novella operates in over 30 countries with more than 400 points of sale globally. The company’s ownership changed when investment group Italmobiliare, controlled by the Pesenti family, acquired 80% of the brand through two deals totaling 160 million euros. In October 2021, Italmobiliare finalized the purchase of the remaining 20% stake for an additional valuation of 40 million euros. This investment has supported the brand’s strategic transformation, leading to substantial growth in the past few years.
Under the stewardship of Italmobiliare, Officina Profumo-Farmaceutica di Santa Maria Novella has experienced impressive expansion, doubling its store count and significantly increasing sales. In 2022, sales rose by 56% to 46 million euros, with projections indicating they surpassed 60 million euros in 2023. The brand boasts an extensive portfolio of over 600 products, ranging from perfumes to skin care and candles, all presented in their characteristic vintage packaging. Notably, the introduction of “L’Iris,” the first eau de parfum launched in 800 years, exemplifies the brand’s commitment to innovation alongside its storied history, while the classic bergamot-based fragrance created for Catherine de’ Medici continues to be a best-seller.
