Ludovico Martelli S.p.A.
3 brands · founded 1908 · ItalyLudovico Martelli S.p.A. is a family-owned Italian personal-care and cosmetics company based in Florence. It was founded in 1908 by Ludovico Martelli [2], and the family that gives the firm its name still holds the majority of the shares and continues to fill management roles in the group [4].
The company is best known internationally for Proraso, the men's-shaving line it registered in 1948 [2], and for Marvis, the design-led toothpaste brand. Together these two names account for close to 70 percent of group revenue [2], making Ludovico Martelli one of the more visible independent grooming and oral-care houses to have stayed in family hands.
History & milestones
The business traces its origins to Florence in 1908 [2]. Its defining product came four decades later: the Proraso shaving brand, whose trademark dates to 1948 [2]. Manufacturing has remained rooted in the Florence area, with operations at Caldine in the neighbouring commune of Fiesole, while Florence continues to serve as the group's registered home [1].
For much of the twentieth century the company operated as a traditional Italian toiletries maker. Its transformation into a multi-brand group came through acquisition, beginning with the purchase of Marvis in 1996 and continuing with additions to its stable of grooming, oral-care and skincare labels.
Portfolio & brands
Ludovico Martelli owns a portfolio of personal-care brands spanning shaving, oral care and body care. Its best-known names are Proraso, the men's-grooming line, and Marvis, the toothpaste brand. Alongside them the group lists Kaloderma, Floïd, Valobra, Schultz, Oxy and Adorn among its owned brands [2]. Floïd, a Spanish-heritage aftershave and shaving name, was added to the group in 2020.
Acquisitions & strategy
The group's expansion has been built through targeted purchases rather than a single large merger. The 1996 acquisition of Marvis brought in what would become, together with Proraso, the engine of group revenue: the two brands are reported to generate almost 70 percent of turnover [2].
In 2019, the company took on outside capital. The investment firm Nuo Capital acquired a 30 percent minority stake through a 50-million-euro capital increase [4]. The Martelli family retained the majority stake and its management roles in the group after the deal [4].
Ownership
Ludovico Martelli S.p.A. is privately held. The Martelli family holds the majority stake and continues to occupy management roles in the group, with Nuo Capital holding the 30 percent minority interest it acquired in 2019 [4]. The company is not listed on a public stock exchange.
