VF To Open New Multi-brand Retail Store In Milan

VF Corporation has announced that it will open its first multi-brand store this fall.

Store front

Housed inside a historic building at 11 Orefici Street in Milan, Italy, the store will deliver a unique retail experience featuring The North Face, Timberland and Napapijri, with other VF brands periodically showcasing their premium collections.

Surrounded by international offices and high-street retail brands, the 22,000 square-foot space will span three levels and feature advanced technology to deliver immersive brand experiences and virtual journeys through the store.

“VF’s family of iconic brands consistently deliver 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.”

Inside VF’s new multi-brand store

The ground floor of the retail space will feature The LAB, an area dedicated to exclusive product collaborations and limited collections from various VF brands. In addition to The LAB, the ground floor will also feature fitting rooms and common areas where shoppers can relax and learn more about VF’s brands and products.

Adding to the focus on design and innovation, VF has 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 stringent 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