Multibrand, race to the winter resorts

With the start of the winter season, openings and new projects are flourishing in the top mountain resorts: from Courmayeur to Cortina d'Ampezzo, from St Moritz and Chamonix to Livigno and Madonna di Campiglio. This year, more than ever, Italian multibrands are the protagonists, including local brands and those that have expanded into resort areas: they are opening monobrands or pop-ups in partnership with important brands or reopening fresh from restyling.

«After Dior in 2019, Louis Vuitton in 2020, this year we opened with Gucci a boutique in the heart of Cortina, dedicated until mid-January to the collection with The North face, continuing our collaboration with top brands», Daniela Kraler, at the helm of Franz Kraler together with her husband, told MFF. «During Cortina fashionweek we made special initiatives with all our brands, in particular with Valentino presenting The party collection, as well as celebrating the short film Call to the wild, created for the launch of our e-commerce, which won the Uk Fashion film festival 2021», added Kraler.

In Courmayeur, where it has seven spaces, G&B, negozio opened in the central Via Roma the Prada pop-up, designed by the maison and dedicated to the Prada chalet collection. «We believe a lot in resort areas, in this case in the mountains», explained Gianni Peroni, ceo of G&B, negozio, continuing: «We aim more and more to collaborate with brands, to which we give visibility by dedicating both windows and dedicated spaces. On the other hand, at certain times of the year and in certain locations a high concentration of brands is a winning choice, because on vacation people are freer and more inclined to go shopping».

As far as the Engadine is concerned, «With the opening of Minimodes for kidswear and a single-brand store in partnership with Burberry, which joins those of Jil Sander and Alexander McQueen and the multi-brand Modes, we are renewing our bond with St Moritz: one of the most exclusive winter resorts to which we propose our contemporary vision of style», said Aldo Carpinteri, founder and ceo of Modes, «In particular, the monobrands represent excellent opportunities to increase local business and forge new ties with tourist clientele».

In Chamonix, Il Duomo di Novara is gaining more and more space: «Given the good summer season and the positive feedback, we will open our second multibrand store in spring-summer 2022, which will be dedicated to men, so the current boutique will focus on women», said Ercole Cellino, company owner of Il Duomo. In Livigno, Llf-Lungolivigno fashion has just inaugurated the restyling of the contemporary women's store. «It is over 300 square meters and being right next to our Concordia hotel has access to the hotel lounge bar, allowing us to offer customers also private rooms. In June instead we will open the children's store», said Matteo Andreoletti, general manager of Lungolivigno.

Finally, in the center of Madonna di Campiglio, Lorenzetti completed this year the renovation of the 900 square meter luxury store for men and women. This demonstrates that not only do multi-brand stores continue to invest, but they are also able to personalize their offerings and take advantage of the best opportunities for collaboration with brands. (all rights reserved)