WWD reported Italian home fragrance brand Vranjes Firenze (formerly Dr. Vranjes Firenze) acquired 51% of Integra Fragrances.WHO: Integra Fragrances develops customized olfactory identities for some of the most fascinating international brands, harnessing the power of scent to create unique experiences. It owns proprietary technologies that diffuse fragrance through air conditioning and air quality systems, enabling the perfuming of large spaces such as hotels, boutiques, spas, and corporate environments worldwide.Vranjes Firenze began as the Antica Officina del Farmacista, founded in Florence in 1983 by Paolo Vranjes and his wife Anna Maria. Beginning with cosmetics and spa treatments, Vranjes launched the Rosso Nobile home fragrance in 1999. The company is most well-known for its reed diffusers in octagonal bottles paying homage to the Brunelleschi Dome. In-house development and R&D, as well as a "Made In Florence" experience, remain vital pillars of the brand. The brand is available in over 75 countries.WHY: The transaction strengthens the collaboration between the companies.IN THEIR OWN WORDS: “My partners and I are very pleased with this partnership with Vranjes Firenze, which represents an important milestone in our development plan,” founder and CEO of Integra Fragrances Lorenzo Cotti told WWD. “By bringing together our scent technology and experience in ambient fragrance with the artisanal mastery and global recognition of the Vranjes Firenze brand, we will create unique synergies that enhance our olfactory branding offer and open new opportunities for global growth.”DETAILS:Vranjes Firenze acquired 51% of Integra Fragrances.