Liu Jo
Italian mid-market fashion femininity in scent.
Liu Jo was founded in Carpi, in the province of Modena, in 1995 by brothers Marco and Vannis Marchi. The brand name derives from the nicknames of Marco (Jo) and a childhood companion (Liu), and the house built its identity around an aspirational Italian femininity: knitwear, tailoring, and accessories combining Modenese craft tradition with contemporary trend awareness. Carpi is historically the centre of Italy's knitwear industry, and Liu Jo's origins in that district give the brand a manufacturing pedigree. Fragrances entered the Liu Jo portfolio from 2014 onward, managed through a licensing arrangement with Perfume Holding. The scent line follows the brand's fashion DNA — polished, femininely floral, occasionally gourmand — targeting the same woman who shops the clothing range for affordable Italian style. With approximately sixteen fragrances released across the portfolio to date, the line has maintained a steady presence at department store counters and online retail. Liu Jo is today distributed in forty-five countries through approximately 390 single-brand stores and nearly 6,000 multi-brand points of sale, making it one of Italy's most internationally distributed mid-market fashion brands. Fragrance contributes a secondary but consistent revenue stream to the broader business.
DNA over time
Each column is an era. Each colored band shows that family’s share of accord weight across every perfume the house released in that window. Bigger band = the house leaned harder on that family.
