VF Corp has opened its first multi-brand store

The retail space Orefici11 in Milan features collections of three brands from the VF Corp portfolio – Timberland, Napapijri, and The North Face.

U.S. fashion giant V.F. Corporation has announced plans to open its first multi-brand store in a strategy to become more consumer-focused and create a brand new approach to retail. 

The Orefici11 retail space in Milan offers three brands from the VF Corp portfolio – Timberland, Napapijri, and The North Face. The store also has a particular area, The Lab, dedicated to innovation, sustainability, new projects, and limited collections from different brands. 

“There are two changes, which are very important and will remain relevant in the future. Number one is to unite different brands and ensure that these brands address the right pace of novelty, innovation, and local relevance”. “The second component is digital,” commented Martino Scabbia Guerrini, president of the V.F. Group in Europe, the Middle East, and Africa. 

The store also has an online showcase for courier delivery or receipt of goods in the click and collect format. The primary purpose of the new project is to influence the strategy of VF Corp. The company expects this format to be successfully used in Dubai, major airports in Asia, megacities, and tourist centers. According to Guerrini, retail space is essentially a “one-plus-one equals three.” 

“We will deliver higher productivity through novelty and innovation in products and… We will provide integration with digital capabilities and customer experience for faster communication with consumers,” he added.