1298 The urban development of Florence A street going straight from Piazza del Duomo to Piazza SS. Annunziata named Via dei Servi is created. 1421 Paving Via dei Servi After being paved, Via dei Servi gains relevance and value. 1471-82 Palazzo dei Mercatanti An urban plan of Via dei Servi is elaborated. The two-story buildings along the street belong to the two most powerful guilds in Florence and are used as “tiratoi”. The process of woolen cloth making required that cloths had to be laid and pulled in properly ventilated places, hence the name Tiratoio (tirare = to pull). The building of Farmacia SS. Annunziata belonged to the Arte dei Mercatanti. 1561 The apothecary Domenico Brunetti sets up an apothecary in the building belonging to the Nuns of S. Niccolò, close to the Duomo. 17th Century The furniture Fine and wonderful furniture from the 17th century embellishes Farmacia SS. Annunziata’s historic shop. 1876 From apothecary to modern pharmacy A sign representing the evengelic scene of the Annunciation is affixed right above the entrance of the historical Florentine apothecary. The shop took the name of Farmacia all’insegna della SS. Annunziata (Pharmacy under the banner of SS. Annunziata). 1935 A new name Farmacia SS. Annunziata becomes the pharmacy’s official name. 1935 A new name Farmacia SS. Annunziata becomes the pharmacy’s official name. 1966 The flood A terrible flood hits the city, causing damage to many buildings. The restoration works go on for years, saving many historical shops and places. 1970 Carlo Azzerlini and Laura Pizzati Newly married, Carlo and Laura become the new owners of the pharmacy. A few creams have already been produced there, a famous one being the Cucumber cream, used by the cyclist Gino Bartali to massage his athletes. 1970-72 The birth of Elena and Leonardo Azzerlini Elena graduates in Business Economics and takes care of business development and marketing with her father.Leonardo graduates in Pharmacy and handles the technical and chemical part of the business with his mother. 1985 Cosmetic line Carlo and Laura Azzerlini start to use modern production machinery and create a cosmetic line featuring 150 products. 1991 KER s.r.l. The laboratory moves from Via dei Servi to Via dello Steccuto, legal headquarters of the KER s.r.l company. The brand Farmacia SS. Annunziata dal 1561 Firenze, Italy is officially launched. 2004 The first trade fair Farmacia SS. Annunziata decides to participate in the COSMOPROF trade show, one of the most important fairs for the beauty industry.The whole cosmetic line is presented and Farmacia SS. Annunziata searches for retailers and distributors. 2004 The first trade fair Farmacia SS. Annunziata decides to participate in the COSMOPROF trade show, one of the most important fairs for the beauty industry.The whole cosmetic line is presented and Farmacia SS. Annunziata searches for retailers and distributors. 2006 Parfum Line The first perfume line is created and available on the market. Farmacia SS. Annunziata starts to regularly participate in trade fairs: COSMOPROF in Bologna, WHITE SHOW and ESXENCE in Milan, PITTI FRAGRANZE and PITTI UOMO in Florence, AMBIENTE in Frankfurt, GLOBAL ART OF PERFUMERY in Düsseldorf. 2008 The historical shop The pharmacy moves from the city center to the northern part of Florence. The shop in Via dei Servi becomes the flagship store of the brand Farmacia SS. Annunziata dal 1561 – Firenze Italy. 2011 450-years anniversary A new fragrance called 450 is launched. Iris, its main note, is a tribute to Florence and its symbol. 2015 The popularity in Korea and Japan Farmacia SS. Annunziata gets to be featured in a very popular Korean blog and on a Japanese website: the brand takes off in both countries. 2017 Home Fragrances 7 home fragrances inspired by the 7 medieval Arti Maggiori are created. 2018 A new store In June 2018 Farmacia SS. Annunziata sets up a new store, similar to the historical shop, located in Florence in Via Porta Rossa 43r. 2019-20 A new journey begins Elena Azzerlini, owner and sales manager of the company, decides to improve the family-owned business to spread the values of Farmacia SS. Annunziata 1561 all over the world. 2021 The rebranding On February 12th, Elena Azzerlini issues a press release to present the new brand identity of Farmacia SS. Annunziata 1561. 2021 The celebration of the 460 years anniversary On the occasion of the 460 years anniversary a new perfume collection is launched. The collection includes the Anniversary fragrance.