VF Corporation will open its first multibrand store this fall in a historic building at Via Orefici 11 in Milan. The store aims to deliver a ‘unique retail experience’ offering The North Face, Timberland and Napapijri, with other VF brands periodically showcasing their premium collections.
This more than 2,000-sq-meter space is surrounded by international offices and high-street retail brands and is next door to Tommy Hilfiger and Levi’s. It will occupy three levels while featuring advanced technology to deliver immersive brand experiences throughout the store.
Rendering of VF’s Orefici 11 store in Milan
“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 multibrand retail concept to our fleet of stores while 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 multibrand stores in other regions and cities.”
Inside of VF’s store (rendering)
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 learn more about VF’s brands and products.
The building housing the store is LEED Gold certified, and current and future renovations will adhere to VF’s stringent environmental protocols and standards.