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VF Corporation to debut multi-brand store concept

The three story, 22,000 sq ft store will predominantly stock product from The North Face, Timberland and Napapijri, however it will also periodically showcase premium collections from VF’s other brands.

It will be located at 11 Orefici Street in Milan, Italy and feature advanced technology to deliver immersive brand experiences and virtual journeys through the store.

The ground floor of the retail space will feature an area dedicated to exclusive product collaborations and limited collections from various VF Corporation brands.

The renovations, which began in July, will adhere to the group’s stringent environmental protocols and standard.

Martino Scabbia Guerrini, VF’s group president of the EMEA Region said: “Our aspiration is that this retail format will become a template for future VF multi-brand stores in other regions and cities. We’re pleased to introduce this new concept to further elevate our offering for our consumers while also advancing our strategy of becoming more consumer-minded, retail-centric and hyper-digital.”

VF Corporation multi-brand store render

VF Corporation multi-brand store render

VF Corporation owns more than 1,500 standalone retail stores for its brands including Vans, The North Face, Timberland, Dickies, Kipling®, Napapijri® and Icebreaker.

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