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Translated by
Nicola Mira
Published
Jul 21, 2020
Reading time
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VF Corporation set to launch new multibrand concept store in Milan

Translated by
Nicola Mira
Published
Jul 21, 2020

The North Face, Timberland, Napapijri and other brands owned by VF Corporation will all feature together in the group’s first multibrand concept store. The store, with a retail area of nearly 2,050 m2, is set to open in the autumn in Milan’s city centre, at 11 via Orefici, and is expected to pave the way to replicas in other strategic cities.


VF Corporation


The shop is located in a high-end commercial district between the Duomo and the La Scala opera house, and will be home to The Lab, a concept-store section in the basement specifically dedicated to exclusive collaborations developed by VF Corporation brands. The Lab will also host a lounge area inspired by the concepts underpinning the group's various brands.

“VF Corporation’s portfolio of iconic brands provides the best products and experiences to consumers worldwide,” said Martino Scabbia Gerrini, the group’s EMEA president. “We are happy to introduce this new multibrand concept within our retail network, in order to boost the range of opportunities we offer our consumers, while continuing to pursue a strategy that is increasingly customer and retail-centric, and ultra-digitalised. We look forward to this retail format becoming a blueprint for future VF Corporation multibrand stores in other cities and regions,” he added.

VF Corporation’s brand portfolio includes Vans, The North Face, Timberland, Dickies, Kipling, Napapijri and Icebreaker. In the financial year closed on March 31, the group's revenue rose by 2%, reaching $10.5 billion (€9.5 billion). Faced with the Covid-19 crisis which struck at the start of the subsequent financial year, VF Corporation decided to continue to prioritise the development of e-sales. At the beginning of 2020, the group announced it intends to sell nine of its occupational workwear brands.
 

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