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Canali wants to extend its services beyond its U.S. brick-and-mortar stores.

The brand has launched a U.S. e-commerce site and celebrated the venture last night at the World of McIntosh Townhouse in SoHo.

Canali set up various installations within the town house — mannequins wearing pieces from the Italian men’s wear brand flanked a small pool and the venue was dotted with listening stations for partygoers to test out the headphones Canali created with Pryma for the launch.

The online U.S. boutique comes a year after the brand opened its e-commerce site for Europe.

“We must evolve over time and innovation is good for us,” said Stefano Canali when asked what he’s learned over the past year running an e-commerce site in Europe. “We must know there is no distinction between online and off-line. It’s an omnichannel approach. We must be sure that customers’ online experience translates to the in-store experience. That’s why we decided to make sure that our customers get click and collect, and can return online purchases to the store, and can have suits they’ve bought online altered in store. Younger customers are online every single day, but older customers are also getting acclimated to online services.”

Earlier this year, Andrea Pompilio left Canali and an in-house design team worked on the spring 2017 collection, which was shown this past June during Milan Fashion Week. This was only one of the many changes that continue to happen in design roles at leading Italian men’s wear brands. Earlier this year, Stefano Pilati departed from Ermenegildo Zegna, and has been succeeded by Alessandro Sartori. Brendan Mullane exited Brioni and was replaced by former women’s wear buying director Justin O’Shea, who recently exited the brand. Haider Ackermann was recently named creative director at Berluti.