Santoni consolidates the Italian presence, returning to pre-Covid levels in business. After renovating the 700 square meter showroom at number 9 in via Montenapoleone, the Marche-based footwear company has inaugurated its second direct store in the city, in Galleria Vittorio Emanuele II.
“2021 will close with a turnover of around 82.5 million euros, thus marking a return in line with the results of 2019. Last year, filed at around 65 million, we had a setback for the closed stores, but without ever losing customers and markets », he explained to MFF Giuseppe Santoni, CEO of the company and member of the second generation of the family. «Milan represents the global fashion-luxury system and continues to maintain its world leadership. The shop, which we won after an auction in June 2020, will be able to attract a segment of the public other than the boutique in via Montenapoleone. We want to recreate a new environment for future customers, thanks to the launch of a pilot project with digital DNA and connected all over the world: the Clienteling app ». The space of 80 square meters, ex Nara shirts and designed by Patricia urquiola, a well-known architect and designer who also oversaw the intervention on the showroom, represents the first experiential and multimedia store of the brand. The app will connect the three Milanese stores, including the one in Rinascente, to optimize the availability of goods and offer special services. Furthermore, thanks to the specific NFC included in the products, it will be possible to have specific information on the traceability of the product in a blockchain perspective. From 2022, the boutique will offer ad hoc capsules and projects, available only in the Gallery and through apps with dedicated storytelling.
“After Milan, we are also evaluating a reopening in Rome following the closure during Covid”, continued the manager, highlighting the focus for the business in 2022: “We want to consolidate the markets where we are stronger, namely the United States, Eastern Europe , Japan and the Middle East and carry the weight of digital sales, which in 2021 grew by 70%, from 8 to 10-12%. We also aim to grow in the female world. If women today are worth 35-40% of the turnover, the long-term goal will be to make them realize at least three times the revenues of men. Finally, we see great potential also for sneakers, which have surpassed the volumes of the classic part », concluded Santoni. (All rights reserved)