New luxury brand revives Milan’s ‘local’ airport image

Dolce & Gabbana fashion house and high-end hat maker Borsalino is the latest luxury brand to open its doors at Milan’s Linate Airport, just 4.5 miles east of the heart of Italy’s fashion capital.

The newcomer adds to the list of well-known Italian fashionistas. Many have opened boutiques at the gateway’s new Piazzetta del Lusso. They include Emporio Armani, Ermenegildo Zegna and Salvatore Ferragamo, menswear boutique Boggi Milano, accessories from Gallo, and bag makers Piquadro and The Bridge.

Borsalino’s arrival marks a step into the brand’s travel retail channel. and occupies the third position in Milan. Added to the company’s showroom in historic Via Sant’Andrea and shop in the world-famous Galleria Vittorio Emanuele II shopping gallery.

Mauro Baglietto, Borsalino’s managing director, said: “Travel and the concept of ‘travelAn integral part of our brand’s historical DNA, this Linate store will mark a very special anniversary of our aim for sustainable growth” following the store opening in some of the world’s jet-powered destinations. These include the prestigious village of Nammos in Mykonos, Greece; Loulou Beach in Saint Tropez, France; and the Metropole Hotel in Monte Carlo.

Not far away, Dolce & Gabbana’s store, located on the corner between Ermenegildo Zegna and Emporio Armani, arrives in the same luxury space, is shoemaker Fratelli Rossetti and another, as yet unnamed brand, possibly a multi-label watch shop.

The waiting game for luxury brands.

The decision to take the luxury retail route to Milan Linate came before the pandemic, spoke to Forbes.com Luigi Battuello, commercial director for non-aviation business at SEA Milan Airports at the 2021 World Routes Forum, said: “This is a total transformation of food and beverage (F&B) retail. in the aviation district) we launched a luxury square with brands that are mostly Milanese.”

It might be difficult to convince these camps to come to Linate and invest during the pandemic, but the ‘sense of place’ and highly focused downsizing has led to good earnings so far.” In some cases, sales have increased by 50 percent,” Battuello said. “We have ambitions to be the best urban airport in Europe. Especially as we have greatly improved the shopping experience and other aspects.”

As an airport in the city Approximately two-thirds of traffic—during the non-epidemic period—is business. This has turned itself into a luxury retail store. But because SEA Milan has historically been focused on Malpensa’s international gateway, Linate has remained underdeveloped for a long time. “The needs and interests are there. But the infrastructure has not existed until now,” Battuello said.

As part of the renovation, SEA Milan has also added a mezzanine floor with three table service restaurants operated by Autogrill, transforming this level into a gastronomic destination. A sharp increase in food and beverage spending is evident. This was a pattern that was evident at many airports during the pandemic. and has brought new retailers to this segment.

This new shopping gallery has a rounded look. There are 23 stores in total, almost double the previous number. Historical works by renowned Italian designers are also displayed throughout the passengers’ journey in collaboration with Milan’s Triennale Design Museum. Neuroscience is applied to space. To promote a sense of well-being after what is often a worrying security screening process. Reducing stress is also a way to encourage tourists to relax and spend money when they arrive at the store.

As the number of passengers at Linate airport grows, SEA Milan will look to a city gate to fill some of the revenue lost during the pandemic, from 760 million euros in 2019 to 286 million euros, giving the company a boost. loss Retailing will play a key role in generating new sales and profits.

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