Italian haute parfumerie influenced by Rome, the Renaissance and the art of modern fragrances: Classic Parfums expands its portfolio with internationally sought-after luxury fragrance brand
Classic Parfums is taking over the distribution of Pantheon Roma in Germany and Austria with immediate effect, expanding its portfolio with an internationally sought-after brand of Italian haute parfumerie. Pantheon Roma is a brand of JOY S.p.A., a vertically integrated company with in-house laboratories, exceptional craftsmanship, and great expertise in fragrance branding and marketing (for more information, please visit www.joyspa.it). The brand combines the aesthetics of the Renaissance and the sophistication of modern extrait-de-parfum compositions into an independent fragrance world that is already present at leading international luxury retailers – including Harrods. Here, Pantheon Roma is already a bestseller among independent brands since 2019, with a wide-ranging portfolio and exclusive fragrance creations. For Classic Parfums, the partnership represents a deliberate strengthening of its curated luxury fragrance portfolio in Germany and Austria.
Curated distribution as a growth driver
In recent months, Classic Parfums, The Nose Behind and the Mäurer & Wirtz Group have laid the foundation for the targeted exploitation of synergies, actively heralding the next phase of growth in the niche fragrance segment. The involvement of JOY S.p.A. is a perfect match for this move, demonstrating the consistency with which Classic Parfums continues to hone its profile as a distribution partner for luxury in fragrance form.
Classic Parfums understands distribution not as a mere sales service, but as a curatory decision. New brands are consciously selected – based on their commercial potential, identity, distinctive olfactory features and quality. Pantheon Roma matches this profile in a unique way: the brand benefits from more than 30 years of Fadelli’s family experience in the sector. It is internationally visible, established in demanding retail environments, and has significant potential for expansion in the German and Austrian markets.
“We at Classic Parfums are very committed to the addition of the Pantheon Roma brand to our portfolio,” says Herbert Stricker, CEO of Classic Parfums and The Nose Behind. “We are looking for brands that are unique and open up their own world – brands with provenance, attitude and a clear artistic signature. Pantheon Roma contributes exactly that: Italian history, architectural inspiration, craftsmanship and fragrance compositions that tell stories. Speaking personally, this partnership is also special to me because I have always had a close relationship with Italian culture and aesthetics.”
This collaboration also represents a conscious step for Pantheon Roma. “For us, Pantheon Roma is a declaration of love for Rome, for the great painter Raffaello Sanzio, for beauty and for the power of memory,” declare Paolo and Leone Fadelli, founders of Pantheon Roma. “Every fragrance starts with a symbol, a place, a story – and is only then interpreted at an olfactory level. We never wanted to simply create extraordinary perfumes, but to create sensual, tangible references to Italian culture. In Classic Parfums, we have found a team that understands this language and will present Pantheon Roma with the same care, passion and appreciation in Germany and Austria.”
Rome, Renaissance and the art of modern fragrances
Pantheon Roma is firmly rooted in Rome – a city where history, art and architecture have mingled for centuries. Even the name refers to one of the most important buildings of the Eternal City: the Pantheon, symbol of timelessness, harmony and cultural greatness. Pantheon Roma, beyond selling products worldwide, boasts two mono-brand boutiques in the heart of Rome: a flagship store on Via Vittoria, and a VIP Lounge on Via del Babuino – one of Rome’s most iconic and historic luxury streets.
Founded in 2013 by Paolo and Leone Fadelli – building on the Fadelli family’s thirty-year experience in the fragrance industry – Pantheon Roma was born from the idea of making the great emotions of the Italian Renaissance perceptible through fragrances. The focus is on the legendary love story of the Renaissance painter Raffaello Sanzio and his beloved Margherita – a story of passion, inspiration and artistic charisma. Various creations translate this world into sophisticated extrait-de-parfum compositions in which elegance, creativity and Italian craftsmanship merge.
The fascination with form, proportion and architectural symbolism also shapes the visual world of this brand. Depending on the collection, flacons, packaging and decorative details adopt elements of Roman architecture, Renaissance aesthetics and contemporary luxury designs to establish a visible connection between fragrance, history and design.
With Pantheon Roma, Classic Parfums gains a brand that links artistic perfumery, Italian history and international luxury. Distribution will focus on sales through selected perfumeries, high-quality specialist retail partners and curated retail environments, in combination with marketing activities that do justice to the special character of the brand.
About Pantheon Roma
Pantheon Roma is an Italian haute parfumerie brand founded in 2013 by Paolo and Leone Fadelli. Inspired by Rome, the Italian Renaissance and the love story of Raffaello Sanzio for Margherita, the brand combines art, culture, elegance, creativity and Italian craftsmanship with the art of modern fragrances. Each creation tells its own story and is designed with the aim of transforming extraordinary raw materials, olfactory expressiveness and emotional depth into luxurious extrait-de-parfum compositions. The design of the flacons also follows this concept: the characteristic shapes combine historical references with contemporary aesthetics. Today, it represents one of the most iconic and dynamic brands in the luxury perfumes niche and is among the market leaders in Italy.
More information about Pantheon Roma can be found at https://www.pantheonparfum.com/.
About Classic Parfums and The Nose Behind
Classic Parfums is considered one of the leading distributors of luxury and niche fragrances in the German-speaking countries. The company currently distributes twelve fragrance brands and has played a key role in establishing and raising the profile of international brands such as Widian, Pana Dora Sweden and Gritti. Under the leadership of Herbert Stricker, Classic Parfums has built up an outstanding reputation through curated exclusivity, sensitivity to brand strategy and extensive industry knowledge.
The Nose Behind is a rapidly growing distribution company in the luxury sector, representing long-established brands such as Clive Christian and the recently acquired fragrance house Thameen London. In addition, The Nose Behind GmbH is responsible for Herbert Stricker’s own exclusive perfume collections. The Roberto Ugolini collection, with its focus on craftsmanship, reflects the atmosphere of the Renaissance city of Florence, with its ever-present tangible history and artisan tradition. The second fragrance brand, The Nose Behind, captures special places, moments and memories – and transforms them into high-quality, long-lasting compositions. Each fragrance tells its own story and is aimed at those who love complex perfumes and are looking for something special.
Learn more about Classic Parfums at www.classicparfums.com and The Nose Behind at www.nosebehind.org.
