German luxury brand Philip Plein inaugurated today a new showroom in Milan spread over 7 floors and covering over 3000 sqm on Via Giardini. With the occasion of the inaguration, the company launched its new luxury sports line Plein Sports.
Commenting on the launch, Plein said “We do not want to compete with Nike and Adidas, we will focus on extreme sports such as base jump, close to our philosophy and our concept ‘born to be different.'”
For the sports line, there will be 50 dedicated stores in the next two years, with the first opening in December in Milan, followed by Paris and Amsterdam. Each store will be set up as a gym and to illustrate the new store concept, for few days in via dei Giardini a window installation was set up with three automated mannequins engaged in race.
In three days since the launch of the Plein Sports line, orders of up to one million euros have been registered, the goal for the line being to achieve sales of 35 million euros. In 2015, Phillip Plein sales increased by 11% surpassing 200 million euros.
Later this Fall, Philipp Plein will inaugurate a new showroom in Milan on three floors in Corso Venezia.
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