LuisaViaRoma CEO Tommaso Andorlini shares vision behind retailer’s first US store in New York

It may have taken 95 years, but LuisaViaRoma is finally opening a New York store. The specialty retailer-cum-e-tailer—which opened its doors in 1929—has had a connection to the U.S. consumer since its inception, according to Andrea Panconesi, grandson of founder Luisa, as well-heeled American students studying abroad in Florence, popular for its Renaissance culture studies, shopped there.

For the last 20-plus years, LuisaViaRoma has also pioneered the e-commerce space, and as the brand heads towards its 100th anniversary, it has its sights set on further global expansion. FashionNetwork.com spoke with current CEO Tommaso Andorlini about the new space and its growth plans.

With a soft opening in late July, the store will fete the opening on September 4 as a prelude to NYFW with special guest multi-hyphenate singer, model, and actress Charlotte Lawrence performing at the opening event. According to Andorlini, while Americans have been loyal customers since the beginning, today’s data-driven operations indicate the appetite here.

“New York and the surrounding area have been the best-performing region for LUISAVIAROMA.com in recent years. The city has always been a globally dominant center for fashion and culture and was our first and obvious choice for expanding physical retail into the United States,” the CEO told FashionNetwork.com over email, noting the appeal of the store’s Noho address.

“We chose our location at 1 Bond Street in Manhattan’s NoHo for its central location downtown, for the elevated retail energy that continues to grow here, and to build the LuisaViaRoma brand with the residents of this special neighborhood.”

The store has two levels and is over 11,000 square feet.

The store is also located in Milan, where it opened a store that doubles as an office geared towards its top clientele with a private suite. It also houses corporate departments such as communications, CRM, and segments of the buying and IT teams.

Regarding catering to the top clientele, New York will mimic the space in Italy’s fashion capital. “The New York store will offer a variety of services for our customers, including a suite for private appointments. We created the store holistically to combine the joy and tactile experience of physical retail with the ease and accessibility of the digital platform. Our clienteling service is part of an elevated experience that we offer through the LuisaViaRoma brand,” the CEO continued.

The Bond Street location will offer a VIP 2,200-square-foot suite on the top level where clients will enter via a discreet VIP entrance, reminiscent of a very old-school New York nightclub experience. Inside shoppers will enjoy exclusive benefits, including concierge styling services and special access to curated product categories.

While Andorlini didn’t give specifics in terms of a spend, the executive noted that while catering to a range of clients, VIPs benefit from special initiatives. “LuisaViaRoma aims for the most personalized experience for each customer. We have an awards program for regular shoppers on LuisaViaRoma.com, and VIP clienteling is a natural extension of luxury service for our most loyal customers. As each relationship develops, we do our best to provide experiences and services to match,” the CEO added.

Part of that relationship-building is aimed at local communities, a goal for the new downtown location.

“In New York, the first few months of the business will focus on local partnerships so that we can best engage with our neighbors. Collaborative events with designers, artists, businesses, and brands are all part of developing the New York community, which will help us influence the larger American audience,” he continued.

The New York store will carry local brands such as Gabriela Hearst, Proenza Schouler, and Helmut Lang and international labels like Chloé, Maison Margiela, Jil Sander, and Lanvin.

“The physical edit of the New York store is tailored to the iconoclast women of the city. This merchandising approach combines the creativity and discovery of emerging designers with our top legacy partners from around the world. Online, we offer over 500 brands, and while both Florence and New York have pieces similar to those of our global partners, each location is curated for regional discovery and excitement,” the CEO concluded.

Additionally, the store will feature the ongoing Vestiaire Collective and LuisaViaRoma partnership. New York visitors can shop an edit of certified vintage pieces in-store and directly consign their luxury goods on-site in exchange for LuisaViaRoma credit.