Woolrich to open in Toronto, Düsseldorf and Milan in 2017

By

Obi Anyanwu

Published
Jun 12, 2017

Woolrich International on Friday announced plans to open 9 new stores, three of which will open in Toronto in the Yorkdale Mall, Düsseldorf and Milan by the end of 2017.
 

The 7,500-square-foot Milan store, which will be Woolrich’s first flagship store in the city, will be a “pilot project” for the brand’s new retail concept that will include collaborations with outside brands and digital outlets.
 
“The store in Milan will be a chance to experiment with a new retail model”, explained Andrea Canè, Global Creative Director. “The brick and mortar stores are and will continue to be important, but they have to evolve, offering not just products but also services and experiences. I like to think of the flagship store in Milan as a lounge, a comfortable place to spend time characterized by attention to the customer, and a hub of experimentation and cross-pollination.”

The retail expansion is part of Woolrich’s plan to enhance direct-to-consumer sales, which is comprised of brick-and-mortar and e-commerce channels.
 
Woolrich also commenced repositioning its brand in North America and launching the Woolrich John Rich & Bros line in qualified wholesale and e-commerce channels. The company aims to build on its positive performance in 2016 that included a $190 million dollar turnover, or 9% increase over 2015, an 18% increase in the EMEA region and a 21% increase in the APAC region.
 
“We are confident about the development of the brand in all markets, in light of the trends of 2016 and the positive performance of the autumn/winter 2017-2018 marketing campaign”, stated Paolo Corinaldesi, CEO of Woolrich International. “We have a business plan for rather ambitious growth which includes significant investments and new projects.”
 
Founded in Woolrich, Pennsylvania in 1830, Woolrich is America’s oldest outdoor clothing brand. Woolrich International was created in November 2016 through a merger between Woolrich Europe and Woolrich Inc., and the company currently operates 24 stores, including recently opened shops in Tokyo and Stuttgart.