Italian Luxury Retailer LuisaViaRoma Expands Into U.S. With New York Flagship Store
LuisaViaRoma, an Italian luxury e-tailer, is taking a firm step into the American market by opening its first international brick-and-mortar flagship at 1 Bond Street in Manhattan’s NoHo on Monday. This new store takes up 11,300 square feet of two-story space and comes almost 18 months after the news around the brand’s plans about a U.S. retail expansion surfaced.
This move is a clear indication of the retailer’s endeavors to capitalize on the dynamism of the American market. LuisaViaRoma’s CEO, Tommaso Andorlini, revealed that “LuisaViaRoma generates 25 percent of its online sales in the U.S., and New York is its biggest market. We hope to continue this forward momentum by pouring our energy toward the American consumer.” He added that since its online foray in 1999, the brand’s American audience has shown consistent growth.
This move is a clear indication of the retailer’s endeavors to capitalize on the dynamism of the American market. LuisaViaRoma’s CEO, Tommaso Andorlini, revealed that “LuisaViaRoma generates 25 percent of its online sales in the U.S., and New York is its biggest market. We hope to continue this forward momentum by pouring our energy toward the American consumer.” He added that since its online foray in 1999, the brand’s American audience has shown consistent growth.
With 2024 sales in the U.S. expected to surge by 50% and the possibility of these figures doubling by 2026, the Bond Street store and the digital platform’s further development will significantly contribute, stated Andorlini. Leasing advisory firm Mona reports that LuisaViaRoma will be paying an annual rent of $3.2 million for the new space.
The interior of the New York flagship store mirrors that of the Florence flagship, having a minimal interior concept with a mix of custom-made and vintage furnishings. The store designates around 2,200 square feet for VIP clients, offering them features such as a dedicated entrance, concierge styling sessions, and curated product selections. LuisaViaRoma’s New York spot will also offer mens’ and womens’ ready-to-wear collections, with inventory tailored to suit local clientele. The store’s initial brand list includes Maison Margiela, Jil Sander, Chloé, Gabriela Hearst, Proenza Schouler, and Helmut Lang.
Andorlini further added, “The New York store features a curated, full-look product that combines globally dominant true luxury brands with iconic New York designers and international emerging talent.” He indicated that the store would adjust its brand mix based on interactions with its local audience, featuring around 100 brands upon reaching full execution. CEO Andorlini emphasized the shift towards quality and creativity as they continue to evolve their product curation strategy.
Consistent with its existing partnership with Vestiaire Collective promoting secondhand fashion, the Manhattan flagship will also carry an edit of vintage pieces in-store. Additionally, it will offer customers consignment services for their pre-loved luxury goods, for which they will receive LuisaViaRoma credit.
On maintaining a balance between its online and offline presence in the U.S., Andorlini suggests the strategy is to “continue building an omnichannel ecosystem that combines the ease of digital access with the tactile joy of our true luxury physical environments.” Furthering this notion, the retailer acquired Holding IT at the beginning of 2024, leading to the establishment of the LuisaViaRoma Group. To boost its recognition in the U.S., LuisaViaRoma plans to launch an “LVR Digital Catwalk” showcasing the store and e-commerce’s product assortment. CEO Andorlini explained the activation as a hybrid of the retailer’s physical and digital capabilities.
On the physical retail front, apart from the new opening in New York, the company plans to revamp its nearly hundred-year-old flagship in Florence at the end of 2024 and come September, is set to launch the first LuisaViaRoma Kids unit in its hometown. However, the CEO expresses caution about opening more physical stores, stating “LuisaViaRoma recognizes an opportunity in this [physical retail] consolidating business sector. We will address this market trend with a focus on steady, sustainable growth and meticulous cost optimization.”
LuisaViaRoma was established by president Luisa Jaquin — the grandmother of the retailer’s president Andrea Panconesi — who planted the seeds of the family company’s success by opening the concept store in 1929. After Style Capital’s investment for a 40 percent stake in the retailer in 2021, Panconesi left his post as CEO— now held by Andorlini— to serve as president of the company, while his daughter Annagreta serves as creative director of both the website and physical stores.
