Desire Holding sets its sights on Asia

Entrepreneurs Antonio Lemma and Natalia Rusanova have acquired a 95 per cent stake in Desire Holding, an international group based in Varese, specialising in brand development and operating in the fragrance, beauty, personal care, lifestyle and fashion sectors through a portfolio of licensed brands. With a consolidated turnover of 22 million euros in 2025 and a growth target of 30 million euros in 2026, three operational offices in Italy, the Netherlands and the United States, and a team of around 30 employees, Desire Holding is now a rapidly expanding international company targeting Asian markets. The launch of a new Gianfranco Ferré range is expected in 2027.
Through its operating companies, including Desire Fragrances, the Group manages a brand portfolio comprising S.T. Dupont, GCDS, Gianfranco Ferré, Pierre Cardin, Baby Phat and Alfa Romeo, alongside its own brand, Sergio Soldano.
“The new ownership structure strengthens the Group’s strategic independence and accelerates its international development plan, with fully aligned governance and a shared vision for future growth,” explains a statement. “The new corporate structure will also enable the accelerated development of some of the brands strategic priorities of the group. Among the key developments are the launch of new projects dedicated to S.T. Dupont, GCDS and Sergio Soldano, whilst 2027 is set to see the debut of a new Gianfranco Ferré line, which is set to represent a further step in the Group’s growth trajectory".
Over the coming years, Desire Holding aims to consolidate its growth trajectory with an average annual business increase of 30 per cent, through the acquisition of new licences, the expansion of its brand portfolio and a major international expansion plan, with a particular focus on Asian markets and the key emerging economies identified as future strategic areas.