Luca Faloni opens three stores in Europe and US
Fast-growing menswear brand Luca Faloni is has opened (or is to open) three new stores — two in Europe and one in the US. The London-headquartered brand is helmed by the Italian designer of the same name and has recently opened its doors in Milan and Munich with a new store in Miami to follow in September.
The label was founded as an online business but currently also has stores in London’s Marylebone and on West Broadway in New York. The company said that the “interactive store environment has positively impacted the brand’s online offer, highlighting [its] continued belief in retail as a support channel for online, even though the pandemic”.
Faloni is building up a head of steam for physical stores with the recent openings but remains committed to continuing its business as a direct-to-consumer one.
“You will never find us in a multi-brand store and we will always only sell directly on our website or through our stores” the designer said. “Having our own stores means that we can better leverage the relationship with our customers within our own tailored environment. Online will always be the main channel for us, taking up 70% of sales, but now is the time to scale our offline part of the business. You need to have a strong physical presence to be a true global brand.”
The new stores mix the brand’s global concept with local touches and a strong link to its online operations.
The Milan opening is key as that’s where the brands artisans are located and represents Faoloni’s own Northern Italian roots. He worked with Italian architect Davide Barreri to incorporate elements of the shop’s surroundings, which were designed by architect Piero Portaluppi.
Meanwhile Germany is the third largest online market for the brand, after the US and UK, and the new store there “represents a strategic move to increase its presence in the region”. This store uses “elements of copper to acknowledge the metal often used in other city buildings”.
The forthcoming Miami store will also be “a window to a wide tourist audience and to showcase the linen collection all year round; this store will take on a bolder, more colourful and more symmetrical design and feel, aligning to the aesthetic of the city”.
The company also said that this year will see it “continue to grow organically, with a focus on an increased push to new territories as well as adding to the product range”.
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