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Since the 1930s, this Eau de Cologne or " Colonia " has become a real symbol of Italian elegance. Its success has contributed to the international development of the brand, particularly in the United States. Worn since the 1950s by stars like Humphrey Bogart, Cary Grant or Ava Gardner, today, the " Colonia " has a faithful following that includes Kevin Costner, Woody Allen and Sharon Stone. In 1993, the family company was taken over by Diego Della Valle, Luca Di Montezemolo and Paolo Borgomanero, respectively founders or CEOs of Tod's, Ferrari and La Perla. The three buyers committed to broaden the Acqua di Parma range by creating new lines: Home Fragrance pots-pourris, incense, candles, Home Collection (household linen), Travel Collection (leather accessories), as well as Blu Mediterraneo, an aromatherapy line. In search of a new partner to bring the necessary funding and know-how to develop the brand internationally, they found the ideal partner in LVMH. In October 2001, the Group acquired 50% of Acqua di Parma capital and Parfums Christian Dior was entrusted with the license for the Italian company's perfumes. Now based in Milan, Acqua di Parma relies on a very exclusive distribution network with around 900 sales outlets worldwide, including their own boutique in Milan and corners in department stores, and is planning the progressive roll-out of boutiques in the main capital cities.
