- Huw Hughes
VF Corporation has announced it will open its first multi-brand store
this autumn in Milan, with the company saying it will act as a “template”
for other similar stores in the future.
The 22,000-square-foot space is located in a historic building at 11
Orefici Street in Italy’s fashion capital and will feature collections from
The North Face, Timberland and Napapijri, with other VF brands periodically
showcasing their collections.
The space is split over three floors, with the ground floor featuring
The LAB, an area dedicated to exclusive product collabs and limited-edition
collections, as well as fitting rooms and common areas.
“We’re pleased to
introduce this new multi-brand retail concept to our fleet of stores to
further elevate our offering for our consumers while also advancing our
strategy of becoming more consumer-minded, retail-centric and
hyper-digital,” Martino Scabbia Guerrini, VF’s group president of the EMEA
region, said in a statement.“Our aspiration is that this retail format will become a
template for future VF multi-brand stores in other regions and cities.”
Renovations on the new building began in June with plans to open the
space in autumn 2020. VF Corp currently owns and operates more than 1,500
retail stores for its brands.
Photo credit: VF Corporation