Borsalino launches a women’s fragrance and extends its brand territory into beauty

A symbol of the Italian hat, Borsalino is venturing cautiously into fragrance. The company aims to transform a stylistic gesture into an olfactory signature.

The market context remains demanding, yet the strategy seems clear and measured. At the heart of the project, a first feminine opus respects the long term.

Borsalino, from felt to wake: strategy and temporality

Born in Alessandria in 1857, the company cultivates the art of felt-making. Since then, it has passed on over 160 years of expertise. As a result, the transition to fragrance is continuous and clear. Craftsmanship guides the story and sets the tempo.

The approach seems methodical, with choices guided by consistency. From now on, Borsalino is aimed at aesthetes in search of meaning. In terms of distribution, the approach should remain selective and measured. So, the launch is part of a realistic roadmap.

“A fragrance should extend the gesture, not replace it.”

What we know about the women’s launch at Borsalino

According to the elements shared, a first women’s fragrance anchors the project. The bottle would feature sober lines, with the ribbon reminiscent of a hat. The materials used evoke texture, light and everyday wear. The silhouette is also designed to be easy to read on the shelf.

The target audience likes objects that are both useful and beautiful. As a result, Borsalino focuses on quality and perceived longevity. Traceability should be a key factor in the stores’ purchasing decisions. In short, the experience is one of accuracy rather than effect.

• Italian craftsmanship at the heart of positioning.
• Sober design inspired by hat codes.
• Selective distribution with a focus on brand consistency.
• Attention to traceability and materials.
• Ambition for a lasting, legible olfactory signature.

For Borsalino, the luxury fragrance market: heading for consistency

The segment is growing, but competition remains intense on the price front. As a result, Borsalino must protect its aura while increasing its visibility. Controlled scarcity sustains desire, but over-distribution erodes it. Consequently, calibrating quantities becomes a key issue.

Borsalino – White Iris (Women’s fragrance; B&W Collection) also sketches a clear femininity.
The iris facet is light and velvety, for daytime wear.

The link to the hat guides the narrative, so the gesture remains central. The texture of felt inspires calm, structured materials. Borsalino moves forward step by step, with clear choices for the customer. In short, the wake completes the silhouette, like a border.

Design, materials and responsibility

Our choice of materials reflects our commitment to sustainability. Suppliers are assessed on traceability and quality. Hoods, lenses and inks must keep pace with real-life use. Refills are also gaining ground with better-informed customers.

The link to Made in Italy feeds a verifiable and reassuring narrative. What’s more, the reference to Alessandria anchors the company in the long term. Fragrance can support this anchoring, but it must not overshadow it. Consequently, range and stock governance become central.

Service, distribution and customer expectations around Borsalino

Borsalino – Black Iris (Men’s fragrance; B&W Collection) offers a sober elegance.
A dark, textured iris accompanies suit or denim, from morning to night.

Points of sale will have to train their teams in the house’s codes. In addition, Borsalino could give preference to selective, expert partners. Nomadic formats make it easier to give them a try, so word-of-mouth can spread. As a result, the calendar will have to respect the highlights of the gift.

Price positioning will aim for perceived value and the right bill. Also, the clarity of your notes and your demeanor will help build trust. Customers are looking for concrete proof, not flashy slogans. In short, the promise must remain simple, deliverable and traceable.

• Borsalino