Barberino’s sets out to conquer North America, from Manhattan to Canada
Two years on from its US debut, Barberino’s is stepping up its expansion in North America. Starting with New York, where the Italian men’s grooming brand is focusing on Midtown: following the opening of its stores on Madison Avenue and at the Rockefeller Centre, new outlets are set to open at Grand Central Terminal and Columbus Circle, both in Manhattan.
“The decision to focus on Midtown is no coincidence, but part of a very specific strategy,” explains Michele Callegari, CEO of Barberino’s. “Midtown is the economic and symbolic heart of the city: corporate offices, international hospitality, premium tourism, extremely high footfall and a unique concentration of professionals with high spending power. Our strategy is not one of horizontal expansion, but rather a concentric one. We are building density, brand recognition and reputation in a high-visibility area before expanding further.”
And from 2027 onwards, the scope of the US expansion will extend beyond Manhattan. Barberino’s has, in fact, begun scouting for sites in Florida and Nevada, where it is monitoring both new property developments and existing locations that are in line with the brand’s positioning. The long-term aim is to establish flagship stores in major American cities.
The Italian brand’s consolidation in the American market is also being supported by the development of a series of agreements with some of the leading players in the US retail sector, such as Bloomingdale’s, where the first experiential pop-up corners are already up and running at its New York, Long Island and New Jersey branches. Saks Fifth Avenue is also set to launch a shop-in-shop at its most iconic location on Fifth Avenue. To complete the picture, Barberino’s products have already made their way into some of America’s most iconic independent stores, including The Hive in West Palm Beach, Stanley Korshak in Dallas, Martin Patrick 3 in Minneapolis and Laurel Supply in West Hollywood, with more to follow in the autumn. Finally, in Canada, the brand has partnered with Harry Rosen, the country’s leading menswear retailer.
The figures bear out the success of the strategy: in 2025, the US market recorded 50 per cent growth, accounting for almost 25 per cent of total turnover, with the aim of achieving a balance between Italia and overseas markets in the medium term. In terms of distribution channels, the digital presence was expanded in 2025 with the launch on Ulta Beauty Marketplace and Amazon US to build brand awareness outside the cities where the brand has a physical presence and to ensure logistical accessibility across the whole country. At the same time, the brand consolidated its operational structure by finalising an agreement with an external US logistics partner, which operates a dedicated warehouse in the United States, to manage the supply chain efficiently even against a backdrop of tariffs and shifting geopolitical dynamics. “The feedback from American guests, investors and stakeholders is very clear: Barberino’s works because it is truly Italian – in its culture, its practices and its people. What we offer is still made ‘the old-fashioned way’, with passion, dedication and consistency. This is what creates real and lasting value,” concludes Callegari.
