Fashion VF Corporation's first multi-brand concept store will open in Milan in autumn

After nearly two years of preparatory work, American apparel retail giant VF Corporation announced that its first multi-brand concept store in Milan will open in the fall.

Located at 11 Via Orefici Street, the store has three floors and occupies an area of 2,000 square meters. It is located in a historic 19th century building Palazzo Cantù. It will mainly sell the group’s American outdoor sports brands The North Face, Timberland and Italian high-end sports Products of the travel brand Napapijri, other brands will also be sold in specific areas of the store from time to time.

VF Italy Retail, the Italian branch of the group, has signed a multi-year lease of the property and renamed it "Orefici11". VF Corporation has just opened a business center, VF Axtell Soho, in London.

The first floor of the store has a "Lab" area for the release and display of exclusive collaboration series and capsule series of VF Group brands. The North Face, Timberland and Napapijri brand stores are located on the second floor.

Martino Scabbia Guerrini, executive vice president and group president of the VF Group Europe, Middle East and Africa region, said: "This project reflects our vision for the future: starting from consumers, focusing on retail business and vigorously promoting digitalization. This is an innovative idea. , Aims to achieve omni-channel integration between stores and online shopping. Our wish is to make this brand new concept store a reference for similar projects of VF Group in other cities."

Vittorio Marin, head of VF Italy Retail, added: "The goal of this store is to strengthen the brand influence of VF Group in the Italian market. The opening of this store also shows our willingness to maintain first-line visibility in major European cities." VF Corp has more than 1,500 stores worldwide, of which 50 are in Italy through VF Italy Retail and 12 are in Milan.

The building where Orefici11 is located is located near Cordusio Square, the historic financial district of Milan. Thanks to a series of re-planning measures, the area is transforming into a high-end retail cluster.

Source: gorgeous quality