MILAN — Sometimes a new retail concept is slow to start, despite all the bells and whistles a crisp new format, slick architecture and a grand advertising budget can promise. Such is the case with a new retail concept by Italian perfumery chain Gruppo Limoni SpA.

The chain’s latest project is its new superstore here, which opened in November 2001. At 2,642 square feet, the LimoniBest superstore has three floors and is located in a side gallery off the bustling, pedestrians-only shopping zone of Corso Vittorio Emanuele.

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