VF Corporation to launch first multi-brand store
VF Corporation has chosen Milan as the location of its first multi-brand store.
Due to open this autumn, the shop will be housed inside a historic building at 11 Orefici Street and will sell the company’s The North Face, Timberland and Napapijri brands. Other VF brands will also make an appearance from time to time.
Spanning 22,000 square feet, the shop will have three levels and use advanced technology to deliver immersive brand experiences and virtual journeys throughout the store. in addition, the ground floor space will have an area called The LAB which will be dedicated to exclusive product collaborations and limited edition collections from various VF brands.
Martino Scabbia Guerrini, president of the company’s EMEA region, said: “VF’s family of iconic brands consistently deliver must-have products and experiences to people around the world. 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. Our aspiration is that this retail format will become a template for future VF multi-brand stores in other regions and cities.”
VF Corporation owns and operates more than 1,500 retail stores for its brands which also include Vans, Dickies, Kipling and Icebreaker.
