For Doucal's a new boutique in Milan: 'It marks our growth'
New openings planned by the end of the year in the Middle East, a promising market for the brand led by the Giannini brothers, which was born in Montegranaro in 1973 and builds its evolution on the authentic values of Made in Italy
Not a finishing line, but a starting point': this is how Gianni Giannini, managing director of Doucal's, comments on the inauguration last night of the new Milan flagship store of the brand that he heads together with his brother Jerry, creative director, and that was founded in 1973 by his father Mario in Montegranaro, in the heart of the footwear district of the Marche.
Although still located on Via del Gesù, where the brand also has its showroom, the shop marks a relocation compared to the previous one, moving from number 15 to 11, and with a larger surface area (120 square metres) and a concept designed by the Serafini Palomba Associati studio, a long-standing partner of the company, in which the brand's signature colour, a warm and welcoming 'golden cream', stands out.
"For us, this was not only a planned choice, but also a compulsory one," comments Giannini. "To adequately accompany a company's growth process, adequate spaces must be found, that is, ones that are not only larger, but also able to better narrate and show the brand and its path, with the right breadth and value. The Milan boutique will also serve as a pilot shop to show the many partners who are investing in the brand, and with whom we will very shortly enter into agreements to open new franchise shops, especially in the Middle East. During the course of the year we will open in Beirut, Istanbul and Kuwait, all very lively markets at the moment". The one in Milan is the fifth flagship for Doucal's, after those in Paris, Doha, Moscow and Ankara. The brand is also present in about a thousand wholesale shops in 60 countries around the world.
The company closed 2024 with a turnover of about 30 million, 65% of which was generated abroad, and although the moment remains generally complex, the new year seems to be off to a good start: 'We are already registering growth,' continues Giannini. 'These are difficult years, but those who have clear ideas, follow a precise path, and invest in the brand manage to grow. Like those who testify to the elegance, savoir-faire and quality of Made in Italy, values that are not easy to replicate elsewhere'.
