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Desire Holding Group acquires historical Italian brand Sergio Soldano

A fragrance and beauty company, the group is now expanding with Sergio Soldano’s strategic acquisition and a new luxury division.

Desire Holding Group (DHG), a prominent entity in the beauty and fragrance industry, known for its dynamic growth and expansive global footprint, has acquired Italian fashion design brand Sergio Soldano, with an aim to revive it.

Italian designer Sergio Soldano

Mr. Soldano, who debuted in 1968, drew on his noble Tuscan heritage to create iconic Italian fashion for high society figures like Liz Taylor, Ursula Andress, and Grace Jones. His haute couture in Rome and ready-to-wear collections in Florence, followed by global exhibitions in cities such as New York and Tokyo, established him as a global fashion force. Sergio Soldano was also a leading voice in establishing the popular mid-century folk-art look. His designs appeared in numerous films and magazines, cementing his legacy as a cultural and fashion icon.

Once a household name in the 1960s, Sergio Soldano’s creations adorned fashion enthusiasts, and its unparalleled charm dominated the fashion world. However, over time, the brand gradually faded from the scene. Its fragrances, though, continue to make the rounds in the market, with many in love with its original notes.

With this latest endeavor, there’s a palpable anticipation to breathe new life into the age-old charm of Sergio Soldano.

Italian designer Sergio Soldano

DHG has established a new Luxury Division, which will aim to fortify brand recognition, expand market influence, and maintain its impressive track record of consecutive annual growth. Amidst projections of a revenue surge from 30 million euros in 2023 to an anticipated 40 million euros in 2024, based on current sales data, the conglomerate demonstrates its impressive success. This robust growth trajectory follows a remarkable 40% increase in sales from 2022 to 2023, signaling the company’s strategic prowess. Currently, DHG holds exclusive licenses for Liu-Jo, Head, Tonino Lamborghini, Alfa Romeo and Sergio Tacchini.

The firm’s global distribution network already spans continents and cultures, with 20% in Italy, 30% across Europe, 15% in the Middle East, and 10% in Asia. Currently, the company aims to further expand its U.S. distribution, which stands at 25%, a market Sergio Soldano once dominated in the mid-20th century with its widespread adoption among Hollywood’s elite.

The acquisition by DHG marks a pivotal moment for the Sergio Soldano brand. As heritage Italian brands continue to reinvent themselves (like Renato Balestra), we are excited to witness the revival of Sergio Soldano as well.  DHG plans to reveal further development and market positioning plans within the coming weeks, including an official Creative Director selection.

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