GOING BIGGER: The economy may not be flying in Italy, but international fashion brands still rank Milan and the country’s main tourist cities as top priorities as part of their retail strategies. To wit, Burberry on Wednesday celebrated the opening of its newly renovated and expanded flagship on Via Montenapoleone, which features the brand’s first beauty corner in Italy.
Andrew Maag, chief executive officer of the EMEIA (Europe, the Middle East, India and Africa) region and the Americas, highlighted the relevance of Via Montenapoleone as “one of the world’s greatest luxury shopping streets.” Maag said the boutique “is the latest chapter in our long-standing relationship with Italy and demonstrates our commitment to the Italian market, creating the best experience of the Burberry brand for our Italian and global consumers alike.”
Covering 10,800 square feet, the store is the largest in Italy and now counts an additional third floor. The venue carries the Burberry Prorsum, London and Brit collections spanning women’s and men’s wear — the latter with a dedicated tailoring room — accessories, shoes, eyewear, watches and the fragrance and make-up categories. The boutique reflects the brand’s London flagship design concept, and is developed by chief creative and chief executive officer Christopher Bailey.
The three floors are connected through a Corinthian marble spiral staircase, and there are three large video walls and in-store digital screens to showcase brand content and live events from the brand’s headquarters in London.
There are 12 existing stores in Italy, including units in Rome, Florence, Bologna, Venice and Naples.
In May, the company opened a store at Milan’s Malpensa airport.