A rendering of the Roccobarocco store.

MILAN — Roccobarocco is opening a 560-square-foot store Friday on upscale Via della Spiga 50 here as part of the company’s plan to increase its monobrand locations internationally.

This story first appeared in the February 21, 2013 issue of WWD.  Subscribe Today.

Roccobarocco owns the new store property, which replaces a boutique located on the same street that the company did not own.

“This is something we’ve just started doing in the last two years,” said designer and company founder Rocco Barocco, noting that previously the focus had been on franchises. He hopes to capitalize on the presence of international buyers and press by opening the store during Milan Fashion Week.

Barocco said key markets for the brand now include Russia and Eastern Europe, the Middle East and China, where a monobrand store is slated to open later this year. There are currently three monobrand units in the United Arab Emirates, located in Dubai, Abu Dhabi and Doha. “Our goal going forward is to expand into countries where there isn’t demand yet, such as Argentina and Brazil. What’s important for us, for the company, is to popularize the brand where it isn’t known yet,” he said.


About 80 percent of Roccobarocco’s business is women’s, although the brand also has children’s and men’s lines. The new Milan store will carry the women’s collection with accessories, scarves, watches and fragrances. The Roccobarocco woman is “very dynamic, not so much sexy as feminine,” said the designer. She’s someone “who takes charge in the working world.”

The Milan boutique will follow the same clean lines and black-and-white concept of the brand’s other stores internationally, with lacquered black tables and shelves and marble floors.

Aside from the new store in Milan, Barocco is focused on the spring opening of a luxury hotel in Ischia, the volcanic island near his native Naples, which will have 10 suites and be adjacent to a store carrying all the brand’s lines. “I spent my whole childhood visiting Ischia,” he said. “This is a tribute to my island.”