Italian tyre maker PIRELLI inagurated earlier this week, its largest flagship store for its lifestyle concept PZero which sells premium clothing and accessories. The 1.500 sqm store is located at the most prestigious address in Milan, on Via Montenapoleone, home to the flagship stores of the major international luxury brands. Launched in 2002, PZero has been selling mostly through wholesale, corners and shop in shop-s in department stores worldwide.
Pirelli’s new opening is meant as a statement for the brand’s concentration to grow its lifestyle business. Unlike similar brand extensions of car companies (Ferrari or Maserati) who co-brand their products with suppliers such as Tod’s and Puma, Pirelli prefers to produce under its own label, the company assuming a commitment for the best quality products.
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