Although they share the same name, Fiorucci that arrived in the Brazilian market in the 1980s and is still present in department stores, markets, pharmacies and perfumery is different from the fiorucci da. And while one of them is going through a judicial recovery process, the other continues to create fashion trends in Europe.
Greenwood cosmetics outsourcing has the Fiorucci brand in Brazil since 1975 and is responsible for the manufacture of perfumes, colonies, liquid soaps, moisturizers, deodorants and other brand personal care items.
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But despite the longevity of the relationship, things are not going well. Greenwood had its request for judicial recovery granted by the court in March 2025. The information was disclosed by the lawyer responsible for the case, Veronica Meireles, in a publication on LinkedIn.
Greenwood’s RJ liability is approximately R $ 7.5 million, which motivated salary cuts, suppliers’ review and other actions to wipe out costs and expenses, according to sources that spoke to the Infomoney Under condition of anonymity, because they fear retaliation.
In addition, entrepreneurs Victorio and Dario Ceragioli, who were responsible for bringing and establishing the brand in Brazil in the fashion segment, were removed from the company’s daily life, remaining only in the board.
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Like Itly “fake sister”, Fiorucci arrived in the country as a fashion brand, bringing to the country in the 1980s and 1990s the young, colorful and irreverent style that characterized the Italian brand.
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However, over time, Fiorucci has stopped acting as a clothing brand in Brazil, which is why today the name Fiorucci is almost only associated with the brand of cosmetics and personal care that is managed by Greenwood.
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The Italian Fiorucci, founded by Elio Fiorucci in 1967, in Milan, which became known as the “Brand of the Angels” because of the logo, was acquired by Swiss investor Dona Bertarelli in 2022 and is under the lead of CEO Alessandro Pisani and Creative Director Francesca Murri.
It was also in the 1970s and 1980s that European Fiorucci gained international fame, opening stores in London and New York. The New York store has become an address cult, frequented by artists like Andy Warhol and even Madonna. The brand was a pioneer to launch trends such as Lycra Stretch jeans and fitness fashion lines inspired by cultural phenomena such as the Flashdance movie.
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Fiorucci also innovated in the concept of store, offering spaces with music, performances, restaurant and thrift store. Over the years, he has collaborated with big names like Jean Paul Gaultier and Naomi Campbell. In 1990, it was bought by the Japanese company Edwin International, and Elio Fiorucci left the mark in 2001, the last two movements before the acquisition by Dona Bertarelli.
