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Swarovski Launches New Flagship Store in Milan Amidst Design Week Festivities April 23, 2024 (0 comments)

Milan, Italy--Swarovski launched its primary flagship store in Milan, strategically positioned on Corso Vittorio Emanuele II opposite the city's Gothic Duomo Cathedral, during Milan Design Week. The store occupies 5,940 square feet and sits in a bustling shopping area, catering to luxury shoppers and families.

Giovanna Engelbert, Swarovski's Global Creative Director, has driven a rebranding since her start in 2020, focusing on bold aesthetics and expanding into luxury with initiatives like lab-grown diamonds and partnerships with high-profile brands.

According to a report in WWD, the Milan location offers a wide array of products, from crystal jewelry and home decor to newly introduced eyewear and tableware. It also features the first European salon dedicated to Swarovski's Created Diamonds. Engelbert noted the influence of Milanese style on their designs, describing it as bold and intentional.

The flagship also includes a unique showroom for loose crystals and gemstones, designed for customer interaction and inspiration. Eight detailed vitrines throughout the store highlight historical Swarovski moments.

In the report, Engelbert described overcoming design challenges during the pandemic, emphasizing innovation in store layout and display efficiency.

Globally, Swarovski operates over 3,500 stores and reported a 4% increase in 2023 revenues, with notable growth in profitability and expansion in key markets like the U.S.

Engelbert noted her strategic focus across Swarovski's product lines and the importance of maintaining a cohesive brand experience. The report highlighted recent successes like the Millennial Watch and a new eyewear line.

Learn more in the WWD report.

[Images via Swarovski/Facebook]