Page 29 - May #172

until the end of July. The boutique’s elegant and sophisticated space not so long ago the company was more male orientated with about 70
is reflective of the brand’s iconic DNA and universal values for Italian per cent of sales in this category, but today that split between male and
excellence, whilst showcasing the latest collections of hats, caps and female sales is almost 50/50.
soft-accessories for men and women. They also have a strong and loyal customer base that really loves the
Meanwhile at the end of March a new Borsalino boutique was quality and style of the hats produced and Baglietto feels this loyalty
unveiled in Monte-Carlo in the principality of Monaco. This new, is enhanced through the activations and collaborations they do with
35sq m flagship came about following a successful pop-up in the other brands.
luxurious Metropole Shopping Monte-Carlo site last year and further “For example, we have done a very successful collaboration with
strengthens the bonds with the Principality of Monaco. Located on the Valentino and this was very interesting for us because we can enter
first floor of the complex, the store overlooks the shopping gallery into contact with a new type of customer as well as studying new
and is intimate yet rich in detail, designed to perfectly highlight and marketing activities jointly with the partnering brand. We did this with
showcase the latest collections. Valentino and Yoshi Yamamoto, we have done it with AMI Paris and
Late last year the brand opened its very first travel retail unit by we have others in the pipeline as well.”
launching a standalone boutique at Milan Linate Airport that was As we near the end of our time with Mauro, we ask him what the
inspired by design, technology and sustainability. The store is situated ethos of the brand is?
within the Piazzetta del Lusso area that overlooks airport departures “Our ethos is based around the quality of the product we produce,
and is dedicated to high-end shopping. The boutique is characterised and the value this places on the DNA of Borsalino. We have developed
by an original visual identity designed to enhance the highlighted a strong know-how throughout our 160 year history and we have to
selection of hats and caps for contemporary travellers. utilise this knowledge and apply it in a contemporary way without it
“Last year we were very focused on the European markets whilst affecting the quality and value of our product.”
this year, our goal is to have a strong presence in the US, and this has As the company looks to the future, the goal in the coming years is
started very well with the pop-up store in Miami. As for next year, our to revamp the brand and for it to have a much stronger international
focus will be the Asia-Pacific, as we hope the pandemic situation will presence, Baglietto highlights that this is a very important part of the
have eased over there by 2023 and we can look to expand in that part evolution of the concept.
of the world,” explains Baglietto. “We need to modernise the brand and give a new, contemporary
When discussing how new products and initiatives, Mauro explains life to our historical brand, with a stronger physical presence around
that they are careful in studying the trends of the business. For example, the world to help portray our vision for the future.”

Metropole Shopping Borsalino Ape
Monte-Carlo, Monaco Sani Resort, Greece

Metropole Shopping Bal Harbour Shops
Monte-Carlo, Monaco Miami, US