The historic outerwear brand, which was founded in 1976, has inaugurated its first physical flagship store in Milan.

The space, which occupies around 100sq m spans two storeys and features six large windows that let in an abundance of natural light. The store itself features a number of distinctive elements of the brand, its values and its history through the colours used, by the sounds heard and by the videos played.

“After a careful evaluation, we decided to open the first flagship store in the most dynamic and trendy area of ​​Milan to approach our customers directly, offering the best possible shopping experience, and to effectively tell not only the collections, but above all the values, culture, initiatives and social responsibility that distinguish us,” commented Fabio Primerano, Executive President of Ciesse Piumini.

This physical store represents a fundamental step in the brand’s omni-channel strategy which saw the brand inaugurate its own digital store. The brand now generates around 95 per cent of its turnover in Italy.