Florence Fragrance House Names New CEO, General Manager
Luxury beauty operators should watch the leadership split as the brand prepares its 2027 expansion into Japan and South Korea.
Updated on Nov. 3, 2026 in People
Officina Profumo-Farmaceutica di Santa Maria Novella, the Florence-based fragrance and cosmetics house, has appointed Roberto Pesenti as chief executive, effective immediately. The company also created a general manager role and named Marco Barberini to it, with both changes taking effect at once for businesses tracking leadership shifts in luxury beauty.
Why it matters
Pesenti succeeds Ludivine Pont, who exited the role earlier in the year, and the new general manager post signals a division of responsibilities as the brand pursues expansion. The leadership reshuffle follows Italmobiliare's investment in the company in 2020, placing the appointments within an ownership structure that has been reshaping the brand's product and distribution strategy.
The limited-edition Angeli di Firenze eau de parfum is priced at 315 euros and launched in selected brick-and-mortar stores in Europe and the U.S. The brand describes its heritage as roughly 800 years old, though no sales or staffing comparators were disclosed.
The players
Officina Profumo-Farmaceutica di Santa Maria Novella
A Florence-based fragrance and cosmetics house with roughly 800 years of heritage, operating a flagship store on Via della Scala.
Italmobiliare
An Italian holding company that first invested in the brand in 2020 and whose strategic development unit Pesenti previously led.
The details
Italmobiliare's takeover prompted a new product course, with some items adjusted to meet sustainability demands. The limited-edition scent launched exclusively in selected physical stores in Europe and the U.S., rather than through broad online channels. Distribution in Japan and South Korea is planned for the first half of 2027, extending the brand's footprint into two Asian markets.
Timeline
2020: Italmobiliare first invested in the brand.
January 2025: Pesenti began heading Italmobiliare's strategic development department.
November 3, 2026: Pesenti and Barberini appointments announced, effective immediately.
First half of 2027: Scent distribution planned for Japan and South Korea.
Market Landscape
The appointments follow Italmobiliare's 2020 investment, which has been linked to a new product course and a shift toward sustainability-driven changes. The structure places a holding company's strategic development team at the center of a heritage fragrance house's expansion.
Operators in luxury beauty and fragrance should note the planned 2027 expansion into Japan and South Korea, which may affect export and distribution planning. Businesses tracking the brand as a supplier or competitor should monitor how the new general manager role shapes product and retail decisions.
The takeaway
Leadership changes at a holding-company-backed heritage brand often precede shifts in product strategy and distribution, so operators should watch for announcements on the Japan and South Korea rollout in 2027. Track any further appointments or sustainability-related product changes as signals of how the ownership structure is directing the brand.
Further reading
For more on executive moves across the industry, see the People section.
