MILAN — In Dondup’s retail future, brick-and-mortar and cyberspace are equally important.

This story first appeared in the June 1, 2011 issue of WWD. Subscribe Today.

The Italian specialist in trendy denim and urbanwear will open its first signature shop here this month while launching Dondupville, an online community and e-commerce site accessible through a code attached to every Dondup purchase.

The two-level store is decorated in a palette of earth tones in wood and cement. Housed inside an old Milanese palazzo, it was designed as a concept store that will carry yet-to-be-defined emerging brands, alongside the Dondup range of apparel for men, women and children and accessories.

“We didn’t want a classic store, but an experimental lab that a serves as a meeting point, a simple and welcoming place just like home,” said Massimo Berloni, chairman and chief executive officer of Dondup.

The 4,320-square-foot venue also features corners dedicated to books and music, while a small restaurant offers typical Italian fare such as spaghetti with fresh tomato sauce, served with top quality wine and olive oil produced by Dondup’s owners. Sales forecasts were not available.

On the Web, clients can click on to create a virtual closet, use the Web cam to take a peak at the various company departments, including the design offices or the seamstresses actually fashioning the clothes, or order a specific style through sales points that carry Dondup.

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