Benetton has announced the opening of “numerous” new stores “in the main cities of the world” by the end of 2019 as part of its strategy to revive the brand. The first ones will be opened this Spring/Summer in Benetton’s native Italy, in the cities of Rome, Palermo and Naples, followed by stores in Bangalore, India, and Deauville, France. The label does not disclose how many stores it plans to open in total, neither does it reveal the full list of cities where they will be located.
The new retail locations will feature a store concept called “Light Colors”, conceived by architect Tobia Scarpa and first debuted at Benetton’s London flagship opened in March 2018. Benetton added that the new “Light Colors” concept can easily be adapted to its network of wholesale and franchising stores, which currently includes over 5,000 points of sale worldwide.
This is the latest in a series of steps to boost the ailing Italian brand, which closed 2017 with a record loss of 180 million euros.
