VF Corp. plans to open its first multi-brand store this fall in Milan, Italy. The store, inside a historic building at 11 Orefici Street, will feature The North Face, Timberland and Napapijri with other VF brands periodically showcasing their collections.
Surrounded by international offices and high-street retail brands, the 22,000 square-foot space will span three levels and feature immersive brand experiences and virtual journeys through the store.
“VF’s family of iconic brands consistently delivers must-have products and experiences to people around the world,” said Martino Scabbia Guerrini, VF’s Group President of the EMEA Region. “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.”
The ground floor of the retail space will feature The LAB, a dedicated area for product collaborations and limited collections from various VF brands. The ground floor will also feature fitting rooms and common areas where shoppers can learn more about VF’s brands and products in a relaxed atmosphere.
VF prioritized environmental sustainability throughout the development of the retail concept. The building housing the store is LEED Gold certified and current and future renovations will adhere to VF’s environmental protocols and standards.
Renovations began in June with plans to open the space in fall 2020. While this is the first multi-brand retail concept for VF, the company owns and operates more than 1,500 retail stores for its brands including Vans, The North Face, Timberland, Dickies, Kipling, Napapijri, and icebreaker.
Photo courtesy VF Corp
