La Perla opens first store dedicated to menswear

By

Dominique Muret

Published
Nov 27, 2014

La Perla Man is accelerating its retail development. The Italian luxury lingerie brand has announced that it is opening its first store entirely dedicated to menswear at 17 Via Manzoni in Milan.

The 1,100 ft2 space, located close to Milan’s luxury quadrilateral, will offer the entirety of the brand’s menswear range, from underwear to nightwear, to swimwear and beachwear.

The brand, overseen by the Italian businessman Silvio Scaglia, has been working hard on the ambitious project for spring/summer 2015, repositioning the men's collection upward in order to bring it to the level of its womenswear. 

The Tuscan designer Emiliano Rinaldi has been put at the head of the line, “which features innovative designs, as well as a wide range of timeless products to meet the needs of increasingly demanding consumers," said the company. 

The store, which employs precious materials such as marble, and a palette ranging from gray to blue, has been designed by Roberto Baciocchi, the Italian architect who has also designed the new concept for La Perla stores. The first flagship featuring the new concept store was opened in February, also in Milan, on via Montenapoleone, near via Manzoni.

The Via Manzoni men’s store will be followed by further La Perla Man openings. In December, a stores will be opened in Burlington Arcade in London as well as in Plaza 66 shopping center in Shanghai. 

La Perla’s menswear collections are also available in its main flagship stores, such as those on Faubourg Saint-Honoré in Paris, on Storchengasse in Zurich, and on Madison Avenue in New York.