LuisaViaRoma debuts first international store in New York’s NoHo

Marking a significant milestone, LuisaViaRoma, which first gained acclaim as a pioneer of online luxury retail in 1999, has inaugurated its first-ever physical storefront outside of Italy. The United States, serving as its largest market beyond Italy and accounting for a quarter of its online sales, was the selected country for this new venture. The boutique is strategically placed in NoHo, Manhattan.
 

“The opening of the New York store is part of the company’s global expansion strategy, following an approach that balances the immediacy of web and app-based services with high-end physical stores, where luxury products can be touched and tried on,” the company stated in a press release. This store is the third physical location for LuisaViaRoma, following the iconic original that opened in Florence in 1929 and another dedicated to contemporary brands. The brand also maintains an exclusive VIC and press suite in Milan, which opened in April. Although a store was opened in Riyadh, Saudi Arabia, in 2019, it was a temporary setup and has since closed.

Situated at 1 Bond Street, between Lafayette Street and Broadway, the store spans slightly over 1,000 square meters across two floors. It showcases men’s and women’s ready-to-wear collections carefully selected to resonate with the discerning tastes of New Yorkers, who the brand describes as “opinion leaders in culture, business, entertainment, and philanthropy.” Featured collections include those from Chloé, Maison Margiela, Jil Sander, and Lanvin, alongside those of celebrated New York designers such as Gabriela Hearst, Proenza Schouler, and Helmut Lang.

Additionally, LuisaViaRoma New York includes a 200-square-meter private shopping area for VIP clients, complete with a discreet entrance. This space offers an exclusive selection of haute couture pieces and luxury jewelry. In partnership with Vestiaire Collective since 2022, the store will also present a range of certified vintage items, and customers can consign their own products in exchange for store credit. The store’s selection is complemented by a curated assortment of books from Dashwood Books, a local bookstore specializing in distinctive publications.

The interior design emphasizes a minimalist aesthetic, featuring a palette of ecru white and sienna with bespoke and vintage furnishings. Shoppers can make purchases directly in the store or online via touchscreen kiosks connected to the brand’s e-commerce platform, with orders delivered straight to their homes.

For the Italian retailer, which opened its capital in 2021 to the investment fund Style Capital by 40%, with the remaining 60% retained by its chairman Andrea Panconesi, the goal is “to accelerate growth in a key market and consolidate LuisaViaRoma’s position as a comprehensive luxury shopping experience.” 

“This exclusive multi-brand store is designed for our global clientele who want a premium live shopping experience,” said CEO Tommaso Andorlini. “While our digital platform continues to offer excellent service around the clock, the New York flagship store caters to the city’s trendsetters with exclusive products and unique in-person experiences,” he concluded.

In early 2024, the company evolved into LuisaViaRoma Group, following the acquisition of Holding IT from Tommaso Andorlini, who has led the company since July 2023. Holding IT owns FFW srl, a provider of digital services for luxury e-commerce, and Playground srl, a distributor that manages a network of high-end sportswear boutiques named Soft. In 2023, the group reported revenue of 243 million euros, marking a 19.4% increase from 2021, and is aiming for a 15% growth for 2023.