Located on Corso Vittorio Emanuele, the shop occupies a 1,400-square-foot space which previously hosted the iconic Fiorucci department store and then, since 2003, the first H&M Milanese unit.
Spanning four levels, the store carries both men’s and women’s ready-to-wear and accessories collections, mainly on show in the basement, as well as a selection of home and lifestyle items which are on display on the second floor.
“We have been looking for a location for a long time and we finally found the right store in the right place to offer Italian costumers a full Urban Outfitters experience,” said Urban Outfitters Europe managing director Emma Wisden.
Even if the Milanese store features a product offering reflecting the buying of the Urban Outfitters European team based in London, Wisden also revealed that “local exclusive collaborations” will account for 10 percent of the goods on sale in the new shop.
Along with the Urban Outfitters house brand, the Milan store carries a number of international labels, including Fila, Adidas, Obey, Levi’s and Stüssy, among others. In addition, a range of upcycled vintage men’s and women’s ready-to-wear pieces and accessories, featuring the “Urban Renewal” label, are on sale at the store.
According to Stefan Laban, global head of international at Urban Outfitters, the company expects the Milan unit to be “one of the Urban Outfitters top five best-performing stores in Europe.”
Wisden, who said that the company is also in the process of searching for more locations in Italy, especially one in Rome, is debuting its first French store in February, which will be located on Paris’ Rue de Rivoli.
With the U.K. as its biggest European market, Urban Outfitters currently operates 50 stores in the continent, which, as Wisden explained, the company approaches with several exclusive collaborations.