Our Story
The Birth of Giovani®
Our brand and products were born out of thorough market research and careful consideration of production possibilities. We invested a great deal of time in the entire process to bring you the highest quality creations. The idea came as an answer to a simple question: how can clothes smell wonderful without using traditional perfume? Our goal was for laundry to come out of the wash not only clean but also long-lastingly fragrant. Ordinary fabric softeners leave only a faint scent, or none at all, and quickly lose their purpose. Our laundry perfumes, on the other hand, linger beautifully long after the wash is done.
Let us share with you the journey we embarked on to create not only these luxurious laundry perfume oils, but also other exceptional products that have gradually joined them.
LAUNCHING THE BRAND AND FIRST CHALLENGES
On St. Nicholas Day 2022, we officially launched sales in our first two online stores for Slovakia and the Czech Republic. We created a premium website that remains an inspiration for many e-shops to this day.
This launch was preceded by more than a year of fragrance testing. We tested over 30 Italian laundry perfume brands along with all available local ones. Our ambition was clear: to develop perfumes that would be unmistakably the most intense and longest-lasting on the market.
Out of 148 proposals, we selected the final Giovani® logo. The label design was chosen from 133 different visual concepts. We launched our first campaigns, the first orders arrived, and we eagerly followed our customers’ reactions. That’s when our story truly began.
A ROCKET START AND FIRST PICKUP POINT
Right from January, we saw an incredible surge of interest in our products. Their fragrance, quality, and design immediately struck a chord with customers. The very first batch of laundry perfumes sold out at lightning speed. The response exceeded all expectations and confirmed we were on the right path. At the same time, we opened our first pickup point in Košice, giving customers the option to collect their orders in person. This blend of flexibility and quality gave us a strong starting position early in the year.
EXPANSION AND A WAVE OF POSITIVE REVIEWS
In April, we fully launched sales in Hungary and opened another online store. The Giovani® brand quickly won the hearts of customers across the border. The feedback was overwhelmingly positive. Verified review platforms like PriceRunner were soon filled with thousands of enthusiastic ratings. Our philosophy of quality, focus on detail, and exceptional customer experience paid off. We became a respected brand and even a source of inspiration for many competitors.
LIMITED EDITIONS AND A LUXURY REDESIGN
The summer months of 2023 brought a wave of exciting news. We introduced two exclusive limited editions of laundry perfumes: the fresh, sweet METALLIC GREEN and the elegant RED CASHMERE, inspired by a well-known women’s fragrance. Customers instantly fell in love with both and they sold out in record time. At the same time, we refined our label design with golden metallic patterns, 3D details, and a velvet finish. The result was an even more striking luxurious look that perfectly captures the essence of the Giovani® brand.
TRADEMARK AND ENTRY INTO THE ROMANIAN MARKET
Giovani® was becoming a strong player in the market, so we officially registered it as a trademark. This step protects our unique ideas and products from being copied. Giovani® is an original – created from the ground up with a focus on quality, luxury, and a distinct identity. In September, we also expanded into Romania, launching a new online store and opening another market with millions of potential customers. Our brand continued to grow not only in value but also geographically.
NEW PREMISES, CANDLES, AND OUR FIRST STORE
By the end of 2023, we faced the challenges of rapid growth. We moved into new premises five times larger than the original ones, yet they quickly filled up. Just a few weeks later, we began using external warehouses as well. At the same time, we introduced Giovani® scented candles with the same beloved fragrances as our laundry perfumes. Thanks to natural palm wax and premium design, they instantly found their place in households. And exactly one year after the brand’s creation, we opened our first brick-and-mortar store in Košice – a luxurious showroom right in the heart of the city.
FIRST ANNIVERSARY AND A NEW NATURAL PRODUCT
After a year on the market, it became clear that Giovani® was the fastest-growing laundry perfume brand in the region. We achieved a level of success within the first year that had no comparison in this segment. With renewed energy, we entered 2024 and expanded our portfolio with eco-friendly dryer balls. They are handmade in Europe from 100% natural wool and designed to save time, energy, and the environment. With this product, we once again confirmed our focus on sustainability, responsible production, and a love for detail.
DOUBLE EXPANSION AND A LONG-AWAITED LAUNCH
April brought two major milestones. We opened online stores in Germany and Austria, making our products accessible to another 93 million people. These markets represent a key step in the international expansion of the Giovani® brand.
At the same time, we introduced the long-awaited SIGNATURE, fragrance, inspired by an iconic perfume. Its development had been announced in the fall of the previous year, and its launch was met with overwhelming customer interest.
NEW FRAGRANCES AND ENTRY INTO STRATEGIC MARKETS
In spring, we introduced two new laundry perfumes – FRESH COTTON, evoking the scent of freshly washed laundry, and the uniquely sweet ITALIANO, which customers embraced instantly. In the following months, we expanded into two important countries – Italy, the cradle of fragrance, and Poland, one of Central Europe’s largest economies. Entering these markets brought new challenges and expectations, which we successfully met. Altogether, the number of satisfied customers across our markets exceeded 750,000.
A SUSTAINABLE INNOVATION AND BALKAN EXPANSION
Just a month after launching several new fragrances, we expanded our range with an eco-friendly alternative – laundry strips. This modern, lightweight, and compact solution saves not only space in households but also helps protect the planet.
At the same time, we continued our expansion. In March, we entered Croatia, followed a month later by Slovenia. Thanks to our previous experience, these openings went smoothly. Giovani® thus continues to fulfill its vision of becoming a leader in the home fragrance segment across Europe.
NEW COLLECTIONS AND A CHRISTMAS LIMITED EDITION
The end of the year was all about fragrance. We expanded our portfolio with three new laundry perfumes – LEMON BOUNTY with fresh citrus and a creamy touch, SPICY KISS with oriental spicy notes, and MYSTIC MAN, our very first masculine fragrance.
We also delighted customers with the Christmas edition CHRISTMAS PIE, available both as a laundry perfume and a scented candle. The blend of apple, cinnamon, and cloves brought festive spirit into homes and quickly became a favorite gift. With this launch, our fragrance selection grew to 17.
ENTRY INTO ALLEGRO AND CUSTOMER RECOGNITION
April brought two major highlights. Our products became available on Poland’s largest marketplace Allegro.pl, visited by more than 22 million users every month. This expansion allows us to get even closer to Polish customers and strengthens our position in this dynamic e-commerce market.
At the same time, we received an abundance of highly positive reviews, confirming the trust of customers across countries. This trust motivates us to keep going and continue doing what we do best – bringing the beauty of fragrance and quality into everyday life.
LONG-AWAITED LAUNDRY GELS
Responding to customer demand, we expanded our portfolio with a new product designed to work in perfect harmony with our signature laundry perfumes. Giovani® laundry gels combine high performance with an eco-friendly approach. Thanks to their concentrated formula, they effectively remove dirt even at low temperatures while protecting colors and fabric structure. Their subtle fragrance is crafted to complement our laundry perfumes, intensifying and prolonging the scent. They are available in two variants: FRESH with delicate eucalyptus and citrus notes, and SWEET, with a gentle floral aroma.
A NEW CATEGORY: GIOVANI® PERFUMES
From the fragrances you already know and love, we created body perfumes for an even more personal experience. After years of development and listening to our customers’ wishes, we are introducing the most significant innovation in the history of Giovani®.
Our perfumes are a natural continuation of our iconic laundry fragrances. They preserve their unmistakable character while elevating it to the next level – directly onto your skin. With a high concentration of 20–30%, Giovani® perfumes belong to the extrait de parfum category, making them exceptionally long-lasting and sensual.
EXPANSION INTO BULGARIA AND GREECE
After successful expansions in previous months, we entered two more markets in the summer of 2025 – Bulgaria and Greece. Our products, from laundry perfumes to candles and more, are now available to customers who value quality, design, and extraordinary scents in Southeastern Europe. For Giovani®, Greece represents another key step in building a strong presence across the European market. Because our fragrance always finds its way – no matter the language or the borders.
You can see our brand story clearly in the timeline above. But we'll also describe our full beginnings in more detail. Laundry oils containing perfume fragrance essences originated in Italy, hence the name of our brand, named after the Italian word Giovani®.
We have taken great care in the development and preparation of the product and the brand. Both on the quality of the product itself and on the logo, which was created by a whole team of graphic designers. The first versions of our logo were different versions of the capital G. Eventually, the idea was conceived to include the outline of a drop in the logo to symbolise that our perfume laundry oils are actually a liquid. The Giovani® logo conveys the luxury and quality of our products. Giovani® laundry perfumes are developed in the European Union, which guarantees their sophistication at the highest possible quality level. We have sourced the finest fragrance essences and ingredients on the market in the birthplace of all laundry perfumes, Italy.
The development of the Giovani® product line
But let's go back to the beginning of our journey. After very carefully deciding who would develop these products for us, we proceeded to the actual testing of the fragrances. This process of selecting the right concentrated fragrance essences and ingredients took us more than 9 months, just to choose the most ideal fragrances for you.
Before we started developing our laundry perfumes, we first tested existing brands. The first plan was to bring in some of the existing brands. Therefore, we focused on testing as many laundry perfumes from Italy as possible. These products were created there. There are more than 40 different brands of laundry perfumes on the Italian market. So we approached practically all manufacturers and retailers. And we tested around 30 Italian brands. In this testing, we gradually discovered that Italian laundry perfumes do not have the desired fragrance intensity or the desired fragrance durability. Not a single brand met our expectations, which we had hoped for from the reviews of some Slovak customers. Italian laundry perfumes were far from ordinary fabric softeners. Some were a bit more fragrant, but it was never quite right.
After this thorough testing of existing Italian brands, we decided to make our own product and start our own brand. Long months of preparation and development followed in collaboration with perfumers and specialist manufacturers. Our fragrances were designed and created by a team of perfume specialists. Blending perfumes is a complex alchemy, so we are delighted to have had a team of such experts at our disposal during the development process.
Giovani® products are highly concentrated, containing perfume essences that will perfectly scent your laundry and home. We are not only concerned with the scent itself, but also with its quality, durability or harmlessness to the skin. During the selection of fragrances, we also focused on the fact that our brand contains a variety of aromas used, among which you will find sweet, fresh or spicy scents. Among Giovani® products, we have included those inspired by global brands such as Dolce Gabanna or Yves Saint Laurent, among others. Since some perfumes are stalwarts on the world market, it was imperative for us that the laundry oil perfumes carry the same tones of these fragrances, which will surely be appreciated by each of our customers.
We have divided the final products by scent into different colours of packaging. These are closely linked to the name and fragrance in one. Each colour and name represents the fragrance of the oil in question. We have 6 basic fragrances for laundry. However, our specialties are the limited editions, which are stronger in certain ingredients and concentration. This does not mean that our other perfumes are somehow significantly weaker. The limited editions are specific in that their concentration is slightly stronger, so you only need to use a smaller amount. They are limited in number and will not reappear once they are sold out. Mostly they are designed according to expensive world perfumes. The limited editions will be changed regularly, for example, according to the season or preferred fragrances, according to trends in the perfume world, which will guide our team of experienced specialists in the creation of each new limited edition Giovani® fragrance.
When creating our brand and washing oils, we have put particular emphasis on making these products high quality, long-lasting in their fragrance and intensity, harmless and last but not least unique. We wanted to bring the highest quality and most memorable product to the market for our customers and their clothes or other laundry, and we have succeeded in the end.
