VF Group has opened its first multibrand store in Milan. Called Orefici 11, the new shopping spot is named after its location at Via Orefici 11 and hosts the brands Timberland, The North Face and Napapijri, for the first time together, with the aim to create an innovative retail concept where the digital and physical experience meet and interact and where common spaces host exclusive products and collaborations involving other brands of the group.
Facade of Orefici 11
The store occupies 2,000 sq. meters on three levels and offers a modern shopping experience in line with VF Group’s hyper-digital strategy. Part of the concept is a cloud based in-store POS mobile device and mobile checkout that help integrate the physical and digital experience through online shopping and in-store collecting (also via online booking), shipments from the store all over Italy and also purchase and shipment from other stores in case some products are not available at this one.
Inside Orefici 11 in Milan
This new concept aims to be more than a traditional multibrand store but instead a meeting point for new urban cultures where anyone can find the three international lifestyle brands. Orefici 11 aims to become a creative and cultural hub to discover and express new trends to be launched internationally. The project also aims to create a local community and platform where VF Group can present innovative and sustainable initiatives in line with the values expressed by the three brands.
“Consumer-minded, retail-centric and hyper-digital: the process of transformation of VF Group business model is marching at full speed. Our corporation is focused on testing new solutions that can generate real value for our contemporary consumers who are strongly asking brands and their spaces, in addition to products, a clear and easy-to-understand set of values to be communicated,” said Martino Scabbia Guerrini, executive vice president & group president, VF EMEA.
The North Face shop at Orefici 11
By opening this new store The North Face doubles its presence in Milan with a space that will offer the most exclusive pieces of its “lifestyle” collection aimed at urban explorers. Differently, Napapijri gets back in the city with a new flagship store entirely renovated in its image and in line with its “Choose Future” philosophy where the brand can present its commitment toward design, sustainability and innovation.
Timberland inaugurates here its second European flagship store, after the one opened in London in 2019 on Carnaby Street, offering the consumer its new positioning that conjugates love for nature and fashion, highlighting the brand’s efforts in creating responsibly designed products and promoting community engagement.
The store’s ground floor hosts the Lab, a space where the three brands can present special projects and collaborations with other brands. The first floor hosts the three brands’ monobrand stores.
Orefici 11 opens to the public in full compliance with the current Covid-related restrictions and safety measures.