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On Monday, luxurious grooming firm Eredi Zucca launched its first line of eight fragrances, priced at $325 for a 100ml. The fragrances have been created by a sequence of famend perfumers together with Blaise Mautin and Luca Maffei, and are impressed by Eredi Zucca’s barbershop in Milan, in addition to the town itself. The road will probably be out there by its e-commerce retailer, the furnishings retailer Artemest in New York, and can launch in Bergdorf Goodman in November.
Eredi Zucca was based in 2023 with a barbershop within the Milanese Quadrilatero della Moda procuring district. The model takes its title from the historic Zucca barbering household, which is believed to have opened its first barbershop in 1652. Its merchandise, which embrace a $108 aftershave lotion and a $265 beard wax, may be present in department shops in Europe, in addition to its owned channels, and can quickly be out there in Ounass and Bloomingdale’s within the Center East.
The model additionally plans so as to add new barbershop areas globally. Eredi Zucca is anticipated to generate round $2.3 million in income subsequent 12 months.
D Capital, the funding agency managed by the entrepreneur and New Guards Group founder Davide De Giglio, has a majority stake within the firm. D Capital was an investor in Rhode, which offered to E.l.f. Magnificence at a $1 billion valuation in August, and likewise has a minority funding within the equally historic perfume and physique care maker Santa Maria Novella, which De Giglio mentioned was a key inspiration for this line.
“We don’t really want a brand new perfume, however I fell in love with the [Santa Maria Novella] expertise and studying about it,” mentioned De Giglio. “These fragrances have quite a lot of historical past, and quite a lot of analysis,” he mentioned. Narciso, which has notes of oud and myrrh is impressed by the Milanese-born painter Caravaggio, whereas patchouli-and-rose-laced Ultima Cena is a tribute to Leonardo da Vinci’s “The Final Supper” portray, housed within the Santa Maria delle Grazie church.
Perfume is enduringly fashionable in magnificence, with its progress outpacing different classes as clients splurge each on expensive area of interest and designer scents in addition to reasonably priced sprays. Whereas its progress has normalised considerably in 2025, many shoppers are prepared to pay upwards of $200 for fashionable scents, and think about it customary to personal a number of perfumes. Style home names like Rabanne and Bottega Veneta releasing have just lately debuted ultra-premium strains.
A New Basic
De Giglio mentioned he expects Eredi Zucca’s old-school roots to be successful with consumers. It’s a sound principle: scents with notes like musk that had fallen out of favour with youthful clients are starting to recapture their senses. The star of Balenciaga’s just-released perfume assortment is Le Dix, which is a recreation of a Forties musk-heavy fragrance.
Nonetheless, it enters a aggressive market for males’s fragrances. Whereas boys as younger as 11 have gotten voracious customers of the class, standing out in opposition to established friends like Creed and Dior in addition to area of interest names like D.S. & Durga will take retail muscle. Robert Sorce, a advisor specialising in perfume enterprise and former US president for area of interest model Byredo, mentioned in America, significant wholesale presence is required to scale; owned shops normally account for round 15 to twenty p.c of general gross sales.
Whereas shops can be utilized as a advertising and marketing automobile, De Giglio mentioned the model is eschewing out-of-home or influencer advertising and marketing campaigns. As an alternative, the launch will depend on phrase of mouth, in-store workers and a few social media promoting.
Development is essential for the road, however De Giglio sees Eredi Zucca as remaining “totally devoted” to males, noting one of the best ways for purchasers to come across the model is by attempting one among its therapies.
“Once you get a sizzling towel in your face [in the barbershop], the perfume is like that have,” he mentioned.
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