Italian luxury fashion retailer LuisaViaRoma has recently opened its first overseas physical store in NoHo, New York. This new New York store is the third physical location for the brand, following its stores in Florence and Milan.
The U.S. market, which accounts for a quarter of LuisaViaRoma’s online sales, has proven its high demand even without a physical store. By opening a store in New York, the company aims to enhance its presence in the U.S. market by combining the immediacy of web and app-based services with the appeal of a physical store where customers can directly experience the products.
Stepping into the new store, customers are greeted by a two-story space spanning approximately 1,000 square meters, featuring men’s and women’s prêt-à-porter collections that appeal to New Yorkers’ refined tastes. The store offers various luxury brands, from Chloé, Maison Margiela, Jil Sander, and Lanvin to renowned New York designers such as Gabriela Hearst, Proenza Schouler, and Helmut Lang.
Additionally, the store includes a private shopping area for VIP clients, offering a discreet entrance to a 200-square-meter space. This area features exclusive selections of haute couture pieces and luxury jewelry, providing a special experience for customers. Since 2022, LuisaViaRoma has partnered with the French luxury resale platform Vestiaire Collective to offer certified vintage items. Customers can consign their products and receive store credit in return. Furthermore, a curated collection of books from the local bookstore Dashwood Books enhances the store’s selection, adding another layer of appeal.
The interior design emphasizes a minimalist aesthetic with a color palette of ecru white and sienna. The store is furnished with custom-made and vintage pieces, creating an elegant atmosphere. Customers can enjoy a real shopping experience in the store or make online purchases via touchscreen kiosks connected to the brand’s e-commerce platform, with orders delivered directly to their homes for a convenient and enjoyable shopping experience.
LuisaViaRoma began as a small hat boutique run by Luisa Jaquin at the end of the 19th century. In 1929, Jaquin and her husband, Lido Panconesi, opened the first concept store on Via Roma in Florence. From there, the company entered online sales in 1999, becoming a pioneer in luxury fashion retail.
Since then, the founder’s grandson, Andrea Panconesi, has taken the helm as President, with his daughter Annagreta serving as the Creative Director for both the website and the store. Today, over 90% of the company’s sales are achieved online.
In 2021, LuisaViaRoma sold 40% of its shares to the investment fund Style Capital, with the remaining 60% retained by Chairman Andrea Panconesi. Additionally, in early 2024, the company transitioned into LuisaViaRoma Group following the acquisition of Holding IT from Tommaso Andorlini.