Fabiana Filippi to Open Branches in the United States and China and Unveil Milan Flagship Product Designed by Patricia Urquiola

MILAN – Fabiana Filippi is "entering a new era", in the words of co-CEO Mario Filippi Coccetta.

The next steps will see the Italian fashion brand focus on the US and Chinese markets over the next three years, with the opening of branches in these regions; a new store concept developed by architect Patricia Urquiola unveiled for the first time in a new Milan flagship; the launch of a new logo and brand message, and investments in communication, marketing, industrial production and its online store.

The company will open a new headquarters and showroom in New York's SoHo in October or November to directly control its US business, bolstering its wholesale accounts. The United States, where there are two Fabiana Filippi boutiques, in New York and Dallas, represent 10% of the company's sales. In addition to a presence in major department stores, the brand is available in 60 specialty stores in the United States and online.

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“This market is underdeveloped, there is a lot of potential for growth and we want to bring it to the level it deserves,” said Filippi Coccetta. "The headquarters in the United States will allow us to be closer and more responsive to the market, to respond to changes, and to forge new, stronger partnerships and collaborations."

The brand is not yet present in China, and a new branch in the country, probably based in Shanghai, will open in the second half of 2023. In this case, the focus will first be on retail , followed by wholesale trade. . "We are starting to communicate our brand in China to prepare the market," said the leader.

The company has invested in technology and in its e-commerce channel, which has seen a 50% year-over-year increase and accounts for 4-5% of sales. "It should be 10% of the total in three years," said Filippi Coccetta.

The brand's new identity, with a new "more modern and legible logo", is reflected in the new flagship store which opened on Milan's Via Spiga last weekend and which will be officially inaugurated with an event following the presentation of Fabiana Filippi during Milan Fashion Week on September 22.

Fabiana Filippi's new flagship store in Milan. courtesy of Fabiana Filippi

"We liked the idea of ​​a woman interpreting the location for our female clients," he said.

The central region of Umbria, where the company is headquartered, with its beautiful natural landscape, inspired both the store and the new brand image.

The store was designed as a multifunctional space with linear minimalism but multiple organic textures and recycled materials, such as broken glass becoming a new revisited surface.

Woodwork covering the walls features vertical lines that hide the paneling, and the walls are treated with whitewash, a durable alternative to paint. The shelves displaying folded clothes and