Boggi Milano invests in the USA: 18 stores in 5 years and an agreement with Bloomingdale's

Three shops already operational in New York and an unprecedented partnership with Bloomingdale's for the opening of seven shop-in-shops that, starting from the iconic department store on 59th Street, will take Boggi Milano to strategic locations in the American market: from the Midwest to Florida.

If the world (of fashion and not only) seems to be 'stuck' waiting to see what the reaction of American consumers will be to the tariffs imposed by the Trump administration - 30% should be applied to European products from 1 August, but negotiations are underway -, the men's clothing company is travelling at a completely different speed, on the strength of 'groundwork' begun years ago and encouraging results on a market that, tariffs or not, has always been among the most selective and competitive in the world: "We are very convinced about this project in the US and we have been working on this expansion for more than two years," explains Claudio Zaccardi, president and CEO, who together with his two brothers Carlo and Roberto first launched the retail brand Brian&Barry and, in 2003, took over the Boggi brand, "and we cannot remain at the mercy of decisions such as the one on tariffs: if we are in the order of 20-30%, we can manage it. In a historical moment like the present, with the luxury crisis that has increased prices in a breastless way, we think that a product like ours, with our style and price point, is perfect for the American market'.

The group ended 2024 with revenues of EUR 330 million and aims to close 2025 with revenues just under the target of EUR 380 million, 65% of which will be generated abroad. Zaccardi has an ambitious and, above all, international project in mind. Starting from the stars and stripes market and a retail expansion: 'The moment was favourable: we negotiated good prices for the rent of the stores (there are three direct ones: the first in SoHo, followed by those on Madison Avenue and in Columbus Circle, ed.) and we arrived with a five-year project that foresees the opening of about three shops a year for a total of 18 outlets and to arrive at revenues between 100 and 120 million euro. We have already signed the contract for Miami, which we will open in February 2026, and we are working on California. To these will be added the shops in partnership with Bloomingdale's and the online, direct and multi-brand channels'. In September, a warehouse will open from which Boggi Milano will ship goods ordered online directly from the US. Beyond the USA, Boggi Milano is having positive results in markets such as 'England, Spain, Germany'. Merit also goes to the approach that emphasises value for money: 'For us, these are two key components. We also aim to 'elevate' ourselves further to intercept those aspirational luxury consumers who today are oriented towards premium brands'.

The year 2025 has so far been a rollercoaster ride: 'The first quarter went well, the second turned out to be more critical. Now we see what will happen. Hopefully the international situation will stabilise a bit, the wars will be resolved. Uncertainty is what hurts businesses the most'.

Ecommerce remains a key channel for Boggi, which generates around 15% of its revenues online also thanks to the intersection with physical shops (which owe 10% of their revenues to sales via iPad) and has recently made a major investment in logistics: it inaugurated a new 10,000 m2 automated warehouse in Concorezzo (Monza).