【Valenza, Ita】New Owner for Jewelry Brand Vendorafa

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Editor’s Note

This brief report details the rapid second change of ownership for the Italian jewelry brand Vendorafa, following its recent acquisition by LVMH. The new sale includes its brand portfolio, intellectual property, and operational assets.

Die Schmuckstücke von Vendorafa zeichnen sich durch alltagstaugliches Design und besondere Oberflächengestaltung aus. © Vendorafa
Acquisition Strengthens the Position of Made in Italy in the Jewelry Industry

A swift change of ownership: LVMH only acquired Vendorafa at the end of last year. Now, the Italian jewelry brand is changing hands again for 608,000 euros.
The acquisition includes Vendorafa’s existing jewelry portfolio, including the most recent collection created for presentation at JCK Las Vegas from June 2nd to 5th, the brand archive, the rights to the two brands Vendorafa and Valenza, the production machinery, and the distribution network.

Strategic Importance of International Presence

For Gismondi 1754, the international presence is of great strategic importance. In the USA, one of the largest jewelry markets, the Valenza brand is represented at a total of 30 premium retailers such as luxury department stores SAKS and Neiman Marcus, as well as independent high-end jewelers. In Japan, Vendorafa is distributed by Unoaerre Japan, which specializes in Italian brands, representing an immediate development opportunity for Gismondi 1754, as the company is not yet present in this market.

Akqusition stärkt die Stellung von Made in Italy in der Schmuckbranche © Vendorafa
CEO Comments on the Acquisition
“This transaction has a dual meaning for the growth trajectory of our group, as it connects the industrial and commercial vision we pursue and on which we base our development. With Vendorafa, we give continuity and strength to a brand of international repute; I was immediately impressed by the shared roots of our motto ‘handmade in Italy by Italians,’ which distinguishes us and with which we highlight Italian craftsmanship and the high specialization in the field of goldsmithing. We are truly proud to keep the essence of a brand like Vendorafa alive and to welcome it into our group, which for seven generations has represented and defended the ethics, tradition, and quality of manufacturing in our country,”

commented Massimo Gismondi, CEO of Gismondi 1754, on the acquisition, which is to be followed by further ones in the medium term.

Brand Positioning and Craftsmanship

Artisanal manufacturing and Made in Italy are central to both Gismondi 1754 and Vendorafa/Valenza. However, the brands have their own character, are positioned differently, and will therefore continue to maintain their independence. The collections of Gismondi 1754 are iconic and very high-end, with the High Jewellery segment playing an important role. The jewelry lines of Vendorafa are designed to be more suitable for everyday wear, with the design characterized primarily by special metalworking techniques and surface treatments.

High Jewellery-Unikate, spielen im Sortiment von Gismondi 1754 eine wichtige Rolle. © Gismondi 1754

Vendorafa was founded in 1951 in Valenza and has since made a name for itself both with its own collections and as a jewelry manufacturer for various luxury brands. Since 2020, the company has been part of the Pedemonte Group, which was acquired by the jewelry and watch division of the LVMH group in November of last year. The production facility Vendorafa Lombardi remains in the possession of LVMH.

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⏰ Published on: April 26, 2023