GOING BIG: German luxury label Porsche Design has elected Milan as the city of choice to open its biggest boutique in the world.
Inaugurated with a cocktail party on Thursday, the 4,306-square-foot flagship is located on the prestigious Via Spiga, in the heart of the city’s Golden Triangle luxury shopping district. “Milan is a fashion hub in Europe and if you want to be a player in the luxury arena you have to be in Milan,” said Porsche Design Group chief executive officer Juergen Gessler. “We have always had the intention to come to Italy because the country is primary in terms of potentials.” Gessler declined to disclose the investment in the unit.
The Milan store carries Porsche Design’s complete merchandise offering, including men’s and women’s ready-to-wear collections, account for 25 percent of the brand’s total business; the label’s sportswear line, accounting for another 20 percent, along with a wide selection of accessories, such as men’s and women’s bags, luggage, sunglasses, timepieces, pens and electronic devices.
For the opening of the store, the German label developed a limited edition “Milano” collection, including watches, bags, T-shirts and scarves showing the colors of Italy’s flag — red, white and green.
According to Gessler, the company plans to further expand its range of products, especially in the women’s segment. In particular, from spring/summer 2015, Porsche Design will introduce a women’s footwear collection and will add new bag designs, along with launching women’s timepieces in 2016.