WWD.com/fashion-news/fashion-features/d-g-boutiques-to-better-reflect-brand-495460/

MILAN — A year after Domenico Dolce and Stefano Gabbana re-acquired control of their D&G line from IT Holding, the designers are mapping out big plans for the brand.

Next spring, D&G’s current flagship on Corso Venezia here will relocate to a sprawling space of more than 28,000 square feet on Piazza San Babila. The space is occupied by Upim, a mass market department store, and at one point there was speculation that Harrods would move in.

“We have developed a new concept for D&G’s boutiques that more closely reflects the current identity of the brand and emphasizes the collection,” said Gabbana in a statement. “D&G is constantly evolving and we needed a space that matched our ideas and could showcase the brand in its entirety. Furthermore, like us, D&G was born in Milan, and so it seemed appropriate that we should unveil the brand’s new image here, in this truly special location.”

The concept was developed by the designers themselves with the aid of international architects.

“The initial investment of 10 million euros [$13.4 million] for the store is a marginal figure if you consider the overall initial investment of almost 100 million euros [$134 million] for the brand’s start-up,” noted Cristiana Ruella, the company’s director of general affairs, in a phone interview. The cash flow was used to create dedicated offices and production and distribution units for the brand.

The manager added the idea is to make D&G completely independent from the signature line in terms of style and look.

This story first appeared in the May 24, 2007 issue of WWD.  Subscribe Today.