Cova Café in Monte Carlo


FOR A TREAT: Cova, the Milan-based coffee and pastry house controlled by French luxury conglomerate LVMH Moët Hennessy Louis Vuitton, has teamed up with Flavio Briatore’s lifestyle firm Billionairelife to debut a Cova Café in Monte Carlo.

Slated to open next spring, the coffee shop, which will serve Cova’s signature pastries and gastronomic specialties, is to be located in the heart of Monte Carlo, on the central Boulevard des Moulins. This will be the first location unveiled in Europe by Cova, the brand that celebrates its 200th anniversary this year.

“We have always looked at Made In Italy’s opportunities and potential in the world, where we are now present with more than 20 stores and we hope that the Cova unit in Monte Carlo can be an example of the Italian excellence in the world,” said Cova chief executive officer Paola Faccioli.

Flanking its historic unit on Milan’s Via Montenapoleone, Cova has recently inaugurated several locations across the Far East, including cafés in Hong Hong, Tokyo, Shanghai, Beijing and Taipei.

Briatore thinks Cova and Monte Carlo make a good fit. “Both the local community and the international people gravitating around the princedom are used to high-end standards, both in terms of quality and service, and they all particularly appreciate historic Italian brands,” he said.

Briatore founded luxury men’s wear line Billionaire Couture in 2005. In May, Philipp Plein International acquired a majority stake in Billionaire Couture, and Philipp Plein became the brand’s creative director.

Plein’s first collection for the label was presented in June in Milan. He continues to design his own namesake line, as well.

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