Benetton to open 6 new stores in Rome

On November 24, Benetton unveiled its new store overlooking the wonderful Trevi Fountain in Rome, revealing the new 'On Canvas' store concept, which reflects the latest evolution in style, design and brand identity for United Colors of Benetton. The store extends over 600 m2 on three floors, dedicated to the women's, men's and children's collections.

The Italian fashion group is undertaking a major retail effort in the city, where it currently operates 16 stores, six of which directly owned, and where it plans to open another five. One of them, opening in December, will be located at Terminal 3 inside the city's Fiumicino airport. It will be the label's second in Rome's main airport, and further proof of Benetton's focus on travel retail, after the 2016 opening at Milan Linate airport and the forthcoming one at Milan Malpensa.

"United Colors of Benetton enjoys a prestigious and highly significant retail presence in Rome; the capital is a strategic fortress city for the brand," commented Marco Messini, Chief Distribution & Sales Officer for United Colors of Benetton.

"Together with Milan, Paris and many other European capitals (...) it represents a crucial city for us, where we can apply our strategy of opening medium-sized stores (...) in key locations, featuring the 'On Canvas' format, our most effective recipe for success."

The format features stores extending up to 800/1,000 m2, a size that is more appropriate for a brand increasingly characterised by its Italian spirit, and which makes proximity a crucial element in the relationship with its customers.

The 'On Canvas' retail concept is Benetton's latest, the national and international ambassador of the United Colors of Benetton brand identity. The store’s central element is the loom, a symbol of tradition and craftsmanship, as well as an icon of innovation, dictating the evolution in materials and colours that transforms the United Colors of Benetton range with every season.

The Benetton Group is present in the world's most important markets with some 5,000 stores. In 2015, sales were generated chiefly in Italy and Europe, and decreased by 1.2%, down to €1.529 billion.

The group recorded a net loss of €46 million. EBITDA instead rose by 34.5%, rising from €40 million to €54 million in one year, while operating income improved from a €17 million loss to a €2 million profit.

Benetton to open 6 new stores in Rome

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