Scaglione, the renowned Italian brand celebrated for its exceptional high-quality knitwear, opens its third flagship store at Piazza Wagner 1 in Milan. This new location reflects the brand’s commitment to excellence and its strategy for expansion in the retail sector.
In recent years, Scaglione has experienced significant growth in the wholesale market, with its presence expanding across various international retail points. As part of its ongoing strategy to enhance direct retail presence, the company has opted to launch a new mono-brand store. “Having multiple direct stores allows us to control the end-to-end experience, ensuring that all our brand values and quality are communicated to the final customer,” says Michele Scaglione, the company’s Growth Director.
For the future, the brand aims to further strengthen its growth by developing its distribution network in the United States and enhancing its presence in direct retail, both in Milan and other Italian cities.
The decision to open the new store in the Wagner area aligns with a targeted positioning strategy aimed at attracting a clientele that mirrors the brand’s demographic and geographic profile. Conveniently located near Via Belfiore, a historic street known for high-end shopping, the store enjoys direct visibility from Piazza Wagner.
An innovative concept store
The architectural design of the store has been entrusted to the multidisciplinary firm CARA \ DAVIDE, which has created an inviting and minimalist space. A striking feature is the red hardwood ribbon that encircles the store, complemented by a palette of soft materials and tactile surfaces that reflect the brand’s artisanal craftsmanship. Custom architectural elements crafted in knit directly by the company visually highlight Scaglione’s savoir-faire and the quality of its creations.
The layout of the store is organized into two connected areas, featuring a passage lined with soft bouclé yarn—an exclusive material processed with specialized machinery. The seamless knit tubes that adorn the passage walls provide visitors with a unique, warm, and enveloping experience, perfectly in harmony with the brand’s identity.
Location Milano
Design CARA \ DAVIDE
Photo credit Gaia Anselmi Tamburini