The Retail Partnership Marks the Italian Brand’s U.K. Expansion
Agnona is opening its first shop-in-shop at Harrods as part of a broader renovation of the luxury department store’s designer womenswear floors. The new Agnona space, located on the first floor, launches this week and features the brand’s Fall 2024 women’s collection, showcasing cashmere and silk garments in a neutral palette.
“We are glad to embark on our expansion in the U.K. region starting with such a great partner by our side,” said Stefano Aimone, Agnona’s CEO and creative director. He added, “Agnona is about legacy, kindness and lightness, values that have been rooted in our history since its inception in 1953, and continue to inspire all our collections. Our goal is to extend the Agnona community by strengthening our presence in one of the most relevant markets worldwide.”
Aimone personally designed the boutique, working with Italian architects and artisans to realize his vision. The space includes white marble walls, Venetian tiling, handmade glass, and dovetail joints on the wooden counter mirror, which the brand describes as showcasing “Agnona’s passion for natural materials and tactile sensations.” Flecked Venetian terrazzo tiles with marble pebbles cover the floors and walls, while a central wooden counter pays homage to historical crates used for transporting premium wool, restored and preserved in the Agnona archive.
Agnona Srl is largely owned by the Aimone family, a branch of the Zegna family. In 2000, Ermenegildo Zegna sold a 70 percent stake in Agnona to Roberto Aimone and his son Stefano, retaining a 30 percent share. Stefano Aimone became the company’s sole owner in 2021. Before leading Agnona, Aimone worked as the head of the style office at Z Zegna, part of the Ermenegildo Zegna group, and trained as a designer in Milan, Switzerland, and Antwerp.
Although new to Harrods, Agnona previously had a presence in London. In 2018, while still under Zegna’s ownership, it opened a store on Albemarle Street in Mayfair, designed by then-creative director Simon Holloway. That location has since closed.
