After opening her first store in Milan in September 2015, the Chiara Boni La Petite Robe brand has landed in the Italian capital with a flagship located in the central Via del Babuino. Covering 538 square feet, the unit will be inaugurated next week.
Chief executive officer Maurizio Germanetti said the brand’s Milan store in Via Sant’Andrea is performing well. “We have been positively impressed by the fact that over 50 percent of our customers are Italian,” he added, underscoring how opening a boutique in Rome will further develop the brand’s local business.
The store will replicate the interior concept of the one in Milan and feature a clean and modern design infused with ivory and platinum hues. In addition to the Chiara Boni La Petite Robe Collection and Couture lines, the designer’s first scent will be available in the two Italian stores.
Launched in September, the floral “Chiara Boni” fragrance features rose notes spiced up by musk and wood-based essences. Presented in a minimal, geometric glass bottle, the 50-ml. format retails in Italy at 69 euros, or $74 at current exchange.
Founded in 2007, the Chiara Boni La Petite Robe brand has been worn by a range of local and international celebrities including Oprah Winfrey, model Ashley Graham and actresses Viola Davis, Rebecca Romijn, Mayim Bialik, Kathy Griffin. Princess Charlene of Monaco also chose to wear a black gown with leaf detailing by the Florentine designer to attend the “Bal de Noël” charity event in Monte Carlo on Nov. 3.
The brand is distributed in the U.S. in select department stores, such as Neiman Marcus, Saks Fifth Avenue and Bergdorf Goodman, and is expected to end the year with a 53 percent increase in sales compared to 2015, totaling more than 18 million euros, or $19.4 million.