MILAN — Italian retailer Coin Group is launching a multibrand store concept for the children's market called YO VI, which stands for "Young Village."

The concept, Coin's first for the children's market, targets youngsters ages four to 14 who are attentive to fashion and already aspiring to become trendy teenagers. Store interiors, reminiscent of a New York-style warehouse, feature fake brick walls, metal ceiling beams and wooden crates.

Coin opened the first YO VI in Rome in April and unveiled a temporary store here last month to further test the concept. The plan is to open two permanent stores in the city and a second in Rome by next year.

Coin hopes to open another 50 YO VIs in Italy through franchise partners.

"YO VI focuses its attention on the franchising world, with a format quality that enhances the commercial expertise and the city centre locations," the retailer's chief executive officer, Stefano Beraldo, said in a statement.

The Milan temporary store covers 13,000 square feet on two floors. It carries a range of brands — Adidas, Calvin Klein Collection, Converse, Diesel, Gas, Guess, Trudi, Barbie, Pylones, Ugly Doll, Guru Gang, Love Therapy, Champion and Coin's new private label collection, Twiddy. Prices range from $4 for small headbands to $109 for a pair of Diesel jeans. Company executives declined to give first-year sales projections.

The colorful interiors give the store an open, airy feel. Coin is staging weekly in-store events, like hip-hop dance performances, to celebrate the Milan temporary space. Children's network Nickelodeon will be doing live hits from the store as part of its upcoming programming. YO VI is also reaching out to kids with an in-store game corner featuring Nintendo consoles. —  Chiara Hughes

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