Granado, Brazil’s oldest and most iconic perfumery, is bringing its vibrant heritage to Italy with two exclusive pop-up boutiques at Rinascente, the country’s leading luxury department store. From September 5 to October 13, 2025, visitors can immerse themselves in Granado’s world at Rinascente’s flagship locations: Piazza Duomo in Milan and Via del Tritone in Rome.
The pop-ups are carefully designed to capture the brand’s tropical essence, showcasing lush greenery, exotic motifs, and Granado’s most beloved fragrances. Visitors will discover collections inspired by Brazil’s biodiversity, with scents that highlight natural ingredients and evoke the joy, vitality, and authenticity of Brazilian living. This scenography reflects Granado’s commitment to sustainable practices and its century-old expertise in blending tradition with innovation.
The initiative coincides with two major cultural highlights in Milan: Milano Beauty Week (September 17–21) and Milano Fashion Week (September 23–29). To mark the start of the season, Granado will host a series of special events. An exclusive launch will take place in Rome on September 3 for invited guests, followed by a press day on September 5 on Rinascente Milan’s panoramic rooftop, offering a privileged setting to experience the brand’s universe.
This Italian expansion builds on Granado’s successful international journey. Since 2017, the perfumery has established nine standalone stores and more than 40 points of sale across Europe’s most prestigious shopping destinations, including Paris, London, and Lisbon. It has also partnered with luxury retail landmarks such as Galeries Lafayette, La Samaritaine, and Liberty London, consolidating its reputation as a reference in high-end perfumery and personal care.
Founded in 1870 in Rio de Janeiro, Granado’s history is deeply intertwined with Brazil’s cultural heritage. Originally appointed as the Official Pharmacy of the Brazilian Imperial Family, it pioneered the use of natural ingredients long before sustainability became a global trend. Today, the brand continues to honor this legacy, creating unique colognes, eau de toilette, and eau de parfum that blend sophistication with the exuberance of Brazil’s flora.
With its presence at Rinascente, Granado not only strengthens its international footprint but also invites Italian customers and global visitors to experience a sensory journey rooted in Brazil’s tropical spirit, timeless elegance, and dedication to quality craftsmanship.
