Druni Brand Guidelines: A Carlet Perfumery Chain, Gilgo, Atalaya and Arenal

A family perfumery chain from the Valencia region.

Druni was founded in 1987 by the Casp family, Modaes, the Spanish fashion and beauty business site, reported in June 2023. The company says it was born in Carlet, a town in the province of Valencia, and the Valencian business paper Valencia Plaza gave the same town and year in December 2021; Modaes in October 2022 described it more broadly as founded in Valencia, as a chain of perfumeries selling fragrance, cosmetics, colour cosmetics and body care.

Carlet has remained the base. In October 2022 Modaes reported that Druni was building a new logistics warehouse and offices in the town, and in June 2023 that its head office would stay there after the agreement with Arenal. Valencia Plaza described the firm in 2021 as owned by the Casp family and based in Carlet.

Druni describes itself as a chain of perfumeries specialising in perfumes, cosmetics, make-up and personal care. Its shops sell other companies’ brands alongside its own label, DRN, which both the company and Modaes mention; Modaes also described Druni in 2023 as specialised in perfumery, cosmetics and parapharmacy. The company launched its online shop in 2015, according to both the company and Modaes.

In the Spanish market Druni belongs to a group of regional family chains. In June 2023 Modaes called Spain an exception among large European markets, where family perfumery chains such as Druni, Primor, Perfumerías Avenida and Aromas had held their ground, while Marionnaud left the country in 2020 and Douglas cut back its Spanish shop network sharply in 2022.

Buying chains in Barcelona and Madrid.

Druni grew partly by acquisition. In 2011 it bought fifteen shops of Perfumerías Atalaya in Barcelona, Modaes reported in January 2015, when it also reported, citing Valencia Plaza, that Druni had bought Gilgo, a Madrid perfumery group founded in 1986 by Eusebio Gil and Isabel Gómez, with a shop network mainly in the Community of Madrid and 208 employees. At that time Druni had more than 200 shops in Spain, the same report said. Modaes repeated both purchases in its October 2022 profile of the chain, describing Atalaya as a Catalan chain and the deals as a way to widen Druni’s network in Spain.

Flagships followed in the big cities. At the end of 2020 Druni opened a flagship on Calle Velázquez in Madrid and, the same December, a shop in Pamplona in the north, Modaes reported. In December 2021 it took two adjoining units at numbers 28 and 30 of Calle Don Juan de Austria in Valencia, formerly a pharmacy and a Disney shop, to form a flagship of about 500 square metres stocking its full range, including its own label, according to Modaes and Valencia Plaza; the street already held several of its competitors in cosmetics.

The count rose steadily. Modaes put the network at 300 shops across Spain in its October 2022 report on the 2021 financial year, and at about 400 shops in June 2023, mostly in the Valencia region, Catalonia and Madrid. The company’s own figure, on its website in November 2026, is more than 300 shops and more than 2,000 staff across Spain; its site also links to separate Druni sites for the Canary Islands and Portugal.

Perfumery in Spain.

Spain’s high-street chains present themselves through their stores as much as through their advertising. Shop windows, store interiors and the logo over the door are where the fashion groups show each change of identity, and they announce those changes in company statements that trade papers such as FashionUnited then report, describe and date.

Inditex runs its chains as separate store brands, each with its own name, logo and stores. Its group head office is in Arteixo, near A Coruña; Pull&Bear is run from Narón in the same province; Bershka, Massimo Dutti, Oysho and Lefties from the Tordera–Palafolls complex in Catalonia; and Stradivarius from Cerdanyola del Vallès, according to FashionUnited in February 2025. Between 2019 and 2023 the group gave Zara, Stradivarius, its own corporate identity, Pull&Bear and Bershka new logos in turn, and moved their stores towards bright, neutral interiors in which the clothes supply the colour; since then several chains have added warmer materials, zoned rooms and spaces for music and social media.

The perfumery and grocery chains in this series are covered in the same way: by the store formats, own-label ranges and logos they publish, described only as the companies or dated sources name them, and without claims about what their products do.

Ownership is part of each identity too. Marta Ortega Pérez became Inditex’s non-executive chair on 1 April 2022, FashionUnited reported in April 2023; other companies in this series are privately held or run as cooperatives. Each guide that follows takes its founders, owners and listings from corporate pages and dated press, and describes every owner only in its business role.

A joint venture with Sonae’s MC.

The main change in ownership came in 2023 and 2024. In June 2023 the Casp family and MC, the retail arm of the Portuguese group Sonae, which owned 60 per cent of the Galician perfumery chain Arenal, agreed to combine Druni and Arenal in a joint venture held equally by the two sides through a holding company, Modaes reported. Both shop names were to be kept, Bernardo Casp, of the owning family, was to be chief executive, with José Casp also in the management, and the head office was to stay in Carlet. Arenal had been founded in 1975 in Lugo by the Vázquez family and had about seventy shops, mainly in northern Spain. MC, which also runs the Continente supermarkets and the Wells parapharmacy chain in Portugal, had bought its 60 per cent of Arenal in 2018, Modaes said; MC’s own administrator dated the purchase to 2019 when Forbes Portugal quoted him in 2024.

Spain’s competition authority, the CNMC, approved the deal with commitments on 28 June 2024. Its note said the two chains overlapped in 17 municipalities but raised a concern only in Ponferrada, where the combination would have created a monopoly in the local retail market for luxury perfumery and cosmetics; the parties undertook to sell the Druni shop there to a buyer who would run it for at least three years. The CNMC named the joint controllers as Modelo Continente Hipermercados, through its Spanish branch, and the Casp family. Forbes Portugal reported on 11 July 2024 that MC had completed the transaction: the new group is owned half by MC and half by Druni’s founding shareholders, and Arenal’s founders sold their 40 per cent stake to the group.

For a design guide, Druni shows how a regional family chain can grow through purchases while keeping its own name on the shops. Compare Primor, the Málaga perfumery chain, and Mercadona, the supermarket chain from the same region. For this guide we use a deep teal, a coral and soft sand with a sans, an unofficial interpretation; no product or logo is reproduced.

Keep Druni’s identity on hand — save it to a board in the Made Good inspiration library.