Desire Holding, a Varese-based company specializing in fragrances, beauty, personal care, and lifestyle, has finalized a restructuring of its corporate governance. Antonio Lemma and Natalia Rusanova have acquired control of 95% of the group, solidifying their leadership as the company sets its sights on reaching 30 million euros in annual revenue by 2026.
The acquisition marks the completion of a restructuring process initiated over a year ago. The new ownership structure is intended to strengthen the strategic independence of the business. Desire Holding currently generates around 22 million euros in revenue and operates across the fashion segment through a portfolio of licensed brands including S.T. Dupont, Gcds, Gianfranco Ferré, Pierre Cardin, Baby Phat, and Alfa Romeo. The company also owns the proprietary Sergio Soldano brand.
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Desire fragrances is one of the operational subsidiaries within the group. The new governance setup is designed to support an aggressive international expansion plan. The company aims to operate out of three main locations: Italy, the Netherlands, and the United States. A team of approximately 30 collaborators will support these operations as the firm targets an average annual business growth of 30%.
Desire Holding plans to expand its reach into Asian markets and other major emerging economies. This geographic diversification is a central component of the 2026 revenue target. The new ownership structure is expected to facilitate faster decision-making and allow for deeper investment in the company’s strategic assets.
Strategic Brand Development
The leadership team emphasized that the restructuring provides the capital and stability needed to launch new projects. Antonio Lemma, the CEO, stated that the new corporate setup allows the firm to accelerate its growth trajectory. Lemma noted that the company has built strong capabilities in brand creation, licensing, product development, and international distribution. The leadership believes this foundation will support the development of brands capable of generating lasting value in the global fragrance and beauty markets.
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Specific initiatives are already underway for several key brands. The company will launch new projects dedicated to S.T. Dupont, Gcds, and Sergio Soldano. Looking further ahead, Desire Holding plans to debut a new Gianfranco Ferré line in 2027. Natalia Rusanova, the COO, highlighted the entrepreneurial spirit that drives the company’s success. Rusanova added that this new phase will focus on innovation and expanding the brand portfolio through strategic partnerships with retailers and consumers worldwide.
For the individuals managing these brands, the shift in ownership means a clearer path toward long-term investment. The move away from external control suggests a period of focused development where the company can prioritize specific product launches and market entry strategies without the constraints often associated with larger conglomerates. This autonomy may allow for more agile responses to consumer trends in the highly competitive beauty and lifestyle sectors.
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