The meaning lies in completing everything in Florence.

The management philosophy that Mr. Alfandelly advocates is "to restore Santa Maria Novella to its original form"—a true return to its roots.

"While many companies prioritize efficiency and move production bases to countries with cheaper labor, or relocate their headquarters to Switzerland for tax reasons, we have remained committed to Florence, wanting to handle everything from raw material production to manufacturing entirely in-house. In fact, our research facilities and production plants are located within Florence, and some of the plants and herbs we use as raw materials are grown outside of Florence. This may seem like a policy that goes against the current trend, but Santa Maria Novella has been deeply rooted in Florence for about 400 years since its founding in 1612. Moving it to another location would severely damage the 'identity,' which is the core of our brand. Even if there are business advantages, it would be pointless if we compromised the essential value in return."


---A world that draws you in the moment you step inside.

The sales hall of the Florence flagship store was formerly a church within a monastery, built in the 14th century to honor Saint Nicholas. Even after subsequent major renovations, the Gothic style of the ceiling was carefully preserved, and the space, with its frescoes by Paolino Sarti, walnut display shelves, and Neo-Gothic adorned counters, seems to embody the essence of 19th-century architectural art. However, the store also cleverly incorporates modern technology, such as digital interfaces, to ensure a smooth shopping experience for the constant stream of shoppers and tourists from around the world.

Now more than ever, we want to maintain our connection with our customers.

In the fall of 2020, Santa Maria Novella products began to be sold not only on their own website, but also on the Mitsukoshi Isetan online store. "We heard that during the COVID-19 pandemic, our customers were staying away from stores and losing their shopping opportunities. We wanted to respond to the requests of our department store customers, even if only little by little, so we started selling on the Mitsukoshi Isetan online store." This attitude of always responding to the voices of many customers reflects their desire to maintain a connection with customers in times like these. Some people may be encountering Santa Maria Novella for the first time on this occasion. For first-time buyers, "rose water," also known as rose water, can be used by both men and women for refreshment, as a light fragrance, or as a linen water for sheets and pillowcases. Also, potpourri is a popular classic room fragrance and is recommended as an item that will enrich your time at home.

-- Our desire to reach even more customers

"Throughout its long history, Santa Maria Novella has created countless legends. Now, more than ever, as the world is in an uncertain situation, we hope to deliver to everyone the true 'healing' that Santa Maria Novella has always pursued."

Classic yet modern— Santa Maria Novella , which never stops evolving, will undoubtedly continue to release a variety of "artistic works of fragrance and healing" into the world.

inquiry
Isetan Shinjuku Store, Men's Building 8th Floor = Isetan Men's Residence
03-3352-1111 (main representative)