TRUSSARDI LAUNCHES NEW PARIS BOUTIQUE

Byline: Jennifer Weil / with contributions from Samantha Conti, Milan

PARIS — In the wake of heavy local media coverage, Trussardi is slated to open its Place Vendome boutique today.
The Italian fashion company has had a store here for about 10 years, but of late has become a darling of the French press. The TV program “Paris Mode” this month devoted a 50-minute-long installment to the company, and numerous articles on Trussardi have appeared in the French newspapers, sometimes grouping the firm with Prada and Gucci in terms of marketing techniques and strength of image.
The new 3,300-square-foot boutique comprises two stories at 8 Place Vendome. The store will sell women’s ready-to-wear and accessories and men’s rtw and made-to-measure clothes. Architect Pierreluigi Cerri, of Studio Gregotti, designed the new store.
“We find the Vendome address as prestigious as our address in Milan near La Scala,” said Nicola Trussardi, president and owner of the fashion house, in explaining why Trussardi has moved from the Rue du Faubourg Saint Honore.
The new Place Vendome location has about the same amount of space as the store on Faubourg Saint Honore.
“We want ultimately to have a high-profile location in each major city,” he said.
Trussardi’s plans this year for France include the opening of two more Paris boutiques, although no locations have been finalized.
In September, a corner will debut in department store Printemps, and a store is due to open in Cannes in May.
Other expansion plans include a corner to open in Harrods in London on March 31, the firm’s second Tokyo store and first stores in Dubai and Beirut.
There are presently 80 Trussardi boutiques worldwide.
On the financial front, Trussardi is considering taking the company public, but has made no decision, Trussardi said. “We’re thinking about it,” he said.
The firm’s sales for 1996 came to $481.3 million (800 billion lire), and estimated volume for 1997 is $602 million (1 trillion lire), Trussardi said.

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