The North Face, Timberland, Napapijri and other brands owned by VF Corporation will all feature together in the group’s first multi-brand concept store.

The upcoming store will feature a retail area of almost 2,050sq m and is set to open its doors in Milan’s city centre at 11 via Orefici and it is expected to pave the way for replicas in other strategic cities.

The shop is located in a high-end commercial district between the Duomo and the La Scala opera house, and will be home to The Lab, a concept-store section in the basement specifically dedicated to exclusive collaborations developed by VF Corporation brands. The Lab will also host a lounge area inspired by the concepts underpinning the group’s various brands.

“VF Corporation’s portfolio of iconic brands provides the best products and experiences to consumers worldwide,” said Martino Scabbia Gerrini, the Group’s EMEA President. “We are happy to introduce this new multi-brand concept within our retail network, in order to boost the range of opportunities we offer our consumers, while continuing to pursue a strategy that is increasingly customer and retail-centric, and ultra-digitalised. We look forward to this retail format becoming a blueprint for future VF Corporation multi-brand stores in other cities and regions,” he added.