By  on April 16, 2014

MILAN — Benetton Group closed a year of transition with a 10 percent drop in sales, which actually was a pivotal part of establishing the foundation for future growth.

Chief executive officer Biagio Chiarolanza on Tuesday presented the first steps in the changes ahead with the official unveiling of the new United Colors of Benetton concept store at the historical and central unit in Milan’s Piazza Duomo, overlooking the Gothic cathedral. “This concept we called ‘On Canvas’ is fundamental; it was developed in-house and it’s like a theater [stage] for the brand,” said Chiarolanza, noting that Benetton will now start to increase its focus on the women’s category.

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