Dolce Vita is expanding its retail footprint once again with the opening of its first-ever mall store in the U.S.

Located inside the Aventura Mall in Miami, Fla., the 802-sq.-ft. store officially opened its doors in November and marks the footwear brand’s debut in Florida. The new shop offers Dolce Vita’s full range of footwear and accessories.

Designed by Aine Naughton, the company noted that the new Aventura store reflects Dolce Vita’s “less is more” approach, with architecture that features organic curves, neutral tones, and layered textures.

“We’re excited to introduce our brand to a vibrant new community in one of the region’s most iconic destinations,” Kerry Norlin, president of Dolce Vita, told FN. “The Aventura store is a natural extension of our retail identity, creating a luxe, curated experience tailored to South Florida’s energy and lifestyle.”

The Steve Madden-owned label added that this opening is a key milestone in Dolce Vita’s national expansion. Last year, the brand unveiled its first flagship store in New York City. Set on the corner of Broadway and Broome St. in NYC’s SoHo neighborhood, the flagship featured an open, single-level space in hues of brown and cream –  similar to the new Aventura location. The moment marked its second retail location in the U.S. at the time, following Dolce Vita’s first store that opened in Los Angeles’ Melrose Place in 2006.

Other openings have since taken place in Austin, Texas and Washington, D.C., as well as in Quebec, Canada.

This new store comes as parent company Steve Madden raised its full-year outlook last month after reporting sales and earnings for the third quarter of 2024. Revenues in the period were $624.7 million, up 13 percent compared to the same quarter in 2023.

Chairman and chief executive officer Edward Rosenfeld said in a statement in November that accessories and apparel sales, including strong performance in Steve Madden handbags, helped drive the solid results in the quarter. Contributions from the newly acquired Almost Famous brand, which Steve Madden snapped up in October for $52 million, continued to bolster the apparel business.

Rosenfeld also cited “robust top line gains in international markets and direct-to-consumer channels.”

Vans is returning back to its skateboarding roots, and that comes with a major retail overhaul starting in London, one of the brand’s biggest markets.

The footwear brand’s 214 Oxford Street store, which opened in 2019, has had a major revamp — taking it from a dingy corner store to a bright, state-of-the-art space with floor-to-ceiling windows that’s fitted with a 200 square meter Roman travertine stone skate ramp.

For a brand to really stand out on one of the busiest streets in central London, new ideas are necessary.

Vans’ next door neighbors — Nike and the newly opened Ikea — have demonstrated that to lure customers in, they need more than just rows of products or mannequins – there needs to be a sense of community and a history of the brand.

Ikea is capitalizing on its blue polypropylene bags and Vans is reminding everyone that they’re one of the original brands for skateboarders.

By day, the store sells clothes and accessories, as well as skateboards with British slang printed on, meanwhile in the evenings, the space will be used for regular skate lessons, demos and events by Vans skate team and local skate schools.

“We thought it was quite provocative to bring the best of counterculture into one of the most commercial strips in the world,” said Andreas Olsson, vice president and general manager of Vans EMEA in an interview.

There’s more space than ever at the store as Vans has adopted a new design system using the walls and surrounding areas for hidden storage instead of a physical storage room. There are no cash registers as transactions can take place anywhere on the floor — just like at the Apple store.

The walls replicate the waffle pattern found on the sole of Vans shoes and the hidden storage units are made of grinded plywood – a subtle nod to the construction of skate ramps, which can be flipped for a gray canvas to replicate the interiors of an art exhibition.

“We need to raise the standard and somewhat also bring ourselves a little bit closer to the community and the culture of London,” said Olsson, adding that the brand has seen the importance to gain proximity to the culture of skateboarding, art, design and music.

Olsson, who has been back with Vans for over a year now is shaking things up. He wants to “elevate,” “reset” and “push” the brand into the future. 

He previously spent almost seven years with the brand from 2012 to 2018.

“We want to lead through skateboarding. The purpose of retail today is that it’s a mix of the commerce side of retail – which is only a piece of it, but it’s really about the whole entertainment and activation side of things,” said Olsson.

“Consumers expect to engage in retail in a much different way than they’ve done in the past. In the past it was more of a commerce driven entity, but today, anything can be accessed through a cellphone – the reason that someone comes into the store is to experience the depth of the brand and the cultures that we represent. We want to do that justice in the most credible way.”

London is the first piece in Vans’ rejigging of retail followed by refreshing its stores across Europe that will soon be rolled out to the U.S. and Asian market. The brand is also introducing a new ecommerce website.

The Oxford Street store doesn’t stop at just skateboarding. A lot of newness is being injected into the space by working with brands and talent outside of VF Corp., Vans’ parent company that also owns Dickies, The North Face and Timberland.

London-based creative Jack Charlie Mitchelln has curated a selection of books and music that customers can buy and next to that are items from Vans’ collaboration with the jeweler The Great Frog, audio brand Gomi and skateboarding brand Lovenskate.

Jimmy Choo is finally returning to Madison Avenue with a new flagship that is just a few blocks down from its former location.

The brand’s new spot on 667 Madison Avenue introduces a renewed retail aesthetic, where each Jimmy Choo boutique offers a one-of-a-kind environment and experience. See all the photos from the store below.

Brand partners have a been core to Journeys since its founding. As Genesco Inc., the chain’s parent company, celebrates 100 years, FN reached out to some of Journeys’ key brand partners to hear about its enduring influence. Here’s what they had to say:

David Kahan, President of Americas, Birkenstock

“Journeys has been an outstanding partner for Birkenstock, sharing our commitment to quality, authenticity, and meaningful consumer connections. Their ability to engage with the youth market while staying true to their roots makes them an invaluable part of our growth in the Americas. We look forward to continuing this collaboration and exploring innovative ways to connect with consumers, all while celebrating the values that define both of our brands.”

Stefano Caroti, President and CEO, Deckers Brands

“Congratulations Andy Gray and Journeys’ team on this major milestone—one to be proud of! You are one of Deckers’ very best partners and we look forward to supporting you for 100 more years of success and collective impact.”

Melissa Worth, SVP Americas, New Balance

“Congratulations to the entire Genesco team for achieving this distinguished centennial milestone!  We applaud your strong dedication to knowing your consumer and giving back to your community, and greatly value our long-standing partnership.  The future is bright for Journeys & New Balance!”

Brandis Russell, VP & GM of North America, Converse

“Journeys has long been an incredible partner for Converse, helping to fuel our shared consumer’s creativity and self-expression through our product offerings across their retail spaces. We congratulate Journeys on an amazing milestone and look forward to continuing to push the boundaries of youth culture, together.”

Genelle Lauderbach, VP of wholesale, Dr. Martens Americas

“Dr. Martens would like to extend our heartfelt congratulations to the Journeys team for reaching this extraordinary milestone of 100 years in business. Our partnership has been one of inspiration and achievements that have spanned multiple years. We look forward to many more years of shared success and collaboration.”

Joe Martin, SVP of North American wholesale, Adidas

“Genesco sets the gold standard for excellence in collaboration. Their team doesn’t just build relationships with brands — they cultivate true partnerships, leveraging collective expertise to create must-have products for their retail locations. I am excited to see Genesco continue to lead the way in retail innovation and digital experiences, while staying true to their roots of community and individuality Their adaptability and unwavering dedication set them apart as a standout partner — not just for today, but for the future as well.”

Michel Bilodeau, VP General Manager, Vans Americas

“Journeys and Vans have a long rooted history celebrating and uplifting Youth thru the lens of music, skate and culture.  Looking forward to our next chapter together.”

Known for being highly thoughtful in their consumer behaviors, Gen Z shoppers have been loud about their needs across retail categories, from sustainable options and inclusivity to convenience and a frictionless journey. Highly researched and reported on by the retail industry over the past several years, the cohort has quickly matured. And as the generation steps into its potential spending power, what’s clear is that these shoppers are emphasizing footwear.

To understand the Gen Z consumer, Beth Goldstein, executive director and industry analyst of accessories and footwear at Circana, said that it is “important to note that this crosses two very distinct cohorts — teens, who are still kids and young adults, and those in their 20s, who are now into adulthood, with jobs and potentially even families of their own. The priorities and needs of these two groups, and the subgroups within, are going to be very different, so it’s important to take these nuances into account when targeting Gen Z.”

With so many Gen Z shoppers falling into the teenage bracket, Circana’s data shows that about 60 percent of the dollars spent on teens’ footwear is generated by parents or other adults, leaving 40 percent of footwear sales by the generation to the teens themselves — not insignificant. Goldstein explained that this varies by age. Younger teens are buying very little of their footwear, while older teens (18-19) are buying most of their own footwear.

What’s clear about Gen Z’s footwear preferences is that the cohort loves sneakers.
Gen Z spends more than a third of their footwear dollars on sport lifestyle sneakers, a bit higher than older generations combined and the number one overall category.

“I think the expectation is that sneakers are appropriate in almost all situations,” said Goldstein. “They grew up with sneakers as their dress shoes.”

Notably, within the sports lifestyle sneaker category is the growing interest in retro styles. Retro resonates across age groups, with older generations remembering these styles with nostalgia. But for younger consumers, like Gen Z, these styles are new, made extra compelling by heritage elements.

Key franchises of the moment are the Adidas Samba, Gazelle and Campus 00s, with the SL
74 and Spezial beginning to see a reemergence. New Balance’s 1906, 530, 9060 and 2002 also hold popularity alongside the Nike Vomero, Killshot, P-6000 and V2K Run, while Asics has its 1130 style, and Puma’s Palermo and Speedcat are also finding new attention. All have roots in performance from histories with soccer, skating, running or motorsports.

While direct-to-consumer has become the top channel to shop for footwear across all age groups, Gen Z spends slightly more here on their footwear than older consumers. Online sales account for about 70 percent of footwear sales in direct-to-consumer.

Goldstein explained that this has likely become the top channel for footwear “because this is where consumers are getting the best brand experience, and the growth of online has made brand-specific retail very accessible.”

At the same time, many young consumers are interacting with brands directly through their social media platforms to large influence, leading them to shop. Sharpening the direct purchase experience on social media is a key opportunity.

To win over the Gen Z footwear shopper, Goldstein urged brands and retailers to start with lifestyle targeting, “recognizing the fact that the cohort spans dierent life stages and targeting appropriately.” For example, she said, “focusing on value for the older Gen Z with a young family and focusing on what’s hot in terms of brand and style to grab teens’ attention. Messaging needs to be relatable and real — tapping into the priorities of each group.”

Online and in-person, stores play an important role, and Gen Z values the social aspect of shopping in-store, as well as touching and feeling products. Still, “convenience and sales/deals come into play as well, and online wins out here. So brands and retailers need to understand that it’s not one versus the other. It’s an integrated experience that will keep Gen Z engaged.”

And while social and environmental consciousness does not outweigh other factors, concepts of diversity, inclusivity, individuality and sustainability are important to these young consumers. These values resonate more with Gen Z than any other generation, “so brands and retailers should be incorporating these aspects in a way that is aligned with their brand — it has to be authentic.”

To better understand how footwear brands and retailers can meet Gen Z consumers where they are, FN and Circana partnered on an exclusive report that serves as a blueprint for the mindset of today’s Gen Z consumers. Here are the results.

Size of generation

In 2023, Gen Z counted for nearly 69.3 million people — about 20 percent of the U.S. population. The generation is noticeably more diverse than previous generations, with 52 percent identifying as non-Hispanic white, 25 percent as Hispanic, 14 percent as Black, 6 percent as Asian and 5 percent as other races. In 2021, Gen Z Planet estimated that Gen Z had $360 billion in buying and spending power. (Source: eMarketer)

Share of wallet

Buyers aged 18-24 allocate the largest portion of their total spend to apparel (23 percent of their wallet), followed by home (21 percent) and technology (15 percent). Footwear comes in at fourth place (8 percent), with categories like automotive gaining share of wallet with this maturing audience. (Source: Circana, Checkout, 12 ME Sept ’24)

Gen Z sales by channel

More than 20 percent of Gen Z’s (ages 16-27) footwear spend goes to direct- to-consumer retailers, like Nike, Adidas and Ugg. Multibrand off-price gained the most share of the Gen Z spend in the last 12 months, at 7 percent. (Source: Circana, Consumer Tracking Service, 12 ME Sept ’24)

Top footwear categories purchased by Gen Z

Sneakers are the big winners with Gen Z. Sport lifestyle sneakers account for 38 percent of total footwear spend for this generation. Meanwhile, running shoes stand out as the only top category to grow in dollars. (Source: Circana, Consumer Tracking Service, 12 ME Sept ’24)

Market breakdown

While the total footwear market has declined by 1 percent, Gen Z is a bright spot for the category. In fact, footwear bought for Gen Z teen (14-19) wearers was the only growth area across all ages/ generations in the last year. Just over a quarter of the total spend in footwear in the U.S. is generated for Gen Z (age 14-27) wearers, which is a 6 percent increase year-over-year, equating to $23.5 billon of the total $89.5 billion spent on footwear. (Source: Circana, Consumer Tracking Service, 12 ME Sept ’24)

Gen Z’s Top Footwear Brands (by dollar sales): Nike, Jordan, Adidas, UGG, Vans and Converse.

5 Gen Z buyer purchase mindsets (Ages 18-26)

Fashion Forward: When asked “why are you planning on buying footwear in the next six months?” Gen Z over-indexes in “want something new for the season” and “want a new style of footwear.” They also under-index in “to replace an old pair/update my selection” relative to other generations, though that remained the top response.

Budget Conscious: Gen Z is more likely than other generations to say they have either delayed or skipped a footwear purchase or chosen a less-expensive option during the past six months.

Value Convenience: When asked where they expect to make future footwear purchases, Gen Z under-indexed in in-store shopping. Similar to other age groups, Gen Z reports convenience as the top reason to buy online, but they are also more likely to appreciate the ease of finding sales or discounts online.

Socially and Eco-conscious: When asked what eco-friendly/sustainable footwear looks like, the top response is long-lasting, high-quality products, followed by products made with recycled materials. This echoes sentiments of other generations, but 33 percent of Gen Z cited pre-owned or refurbished products (higher than all other generations).

Influenced: Over 80 percent of Gen Z uses social media to learn about or discover footwear brands and retailers online, with the top platforms for driving purchases being YouTube, Instagram and TikTok. (Source: Circana, Future of Footwear Custom Survey, July 2024)

Academy Sports + Outdoors concluded its 2024 expansion by opening five stores in the fourth quarter.

In Q4, the sporting goods and outdoor recreation retailer opened two stores in Florida (Bradenton and Yulee), as well as locations in Arkansas (Searcy), Mississippi (Meridian) and Texas (Corsicana).

With these five, Academy Sports + Outdoors opened a total of 16 new stores across 10 states in 2024. These new stores included the retailer’s first in Ohio, debuting in the state in May with a 54,000-square-foot location in Zanesville.

Academy Sports + Outdoors now operates 298 stores across 19 states. 

“Just in time for the holidays, Academy Sports + Outdoors is excited to provide more customers with a new destination to find a localized assortment of gifts and merchandise that help their family and friends have fun out there,” Eric Friederich, senior vice president of retail operations at Academy Sports + Outdoors, said in a statement. “These new stores are enabling us to grow, and we’re excited to serve the needs of young active families while also helping to create lasting memories.”

The retailer also stated it has donated more than $25,000 in total to local nonprofit organizations “to help residents and families have more fun” as part of its investment in these communities.

Footwear brands that consumers can find inside Academy Sports + Outdoors locations include Nike, Adidas, Brooks and more.

In its most recent reported quarter, Academy Sports + Outdoors announced in September a net sales decrease of 2.2 percent for fiscal Q2 to $1.55 billion, down from $1.58 billion the same time last year. Net income in the period was $142.6 million, a 9.2 percent decline from $157.1 million in Q2 2023.

About the Author

Peter Verry is the Senior News and Features Editor for Athletic and Outdoor at Footwear News. He oversees coverage of the two fast-paced and ultracompetitive markets, which includes conducting in-depth interviews with industry leaders and writing stories on sneakers and outdoor shoes. He is a lifelong sneaker addict (and shares his newest purchases via @peterverry on Instagram) and spends most of his free time on a trail. He holds an M.A. in journalism from Hofstra University and can be reached at peter.verry@footwearnews.com.

As 2024 comes to a close, Bolt’s chief executive Justin Grooms is forecasting an upcoming year of retail transformation — tapping into insights from the leading checkout technology company’s network of more than 80 million customers and hundreds of retailers to inform his predictions. Personalization, convenience and finding innovative ways to deepen financial ties with customers are just a few of the major make-or-break opportunities for retailers.

Now more than ever, retailers are tasked with creating an unforgettable experience for their expecting shoppers. To stay competitive in today’s market, retailers must focus on creating a digital and physical presence while seamlessly integrating across platforms, said Grooms.

Investing in value-oriented strategies such as loyalty incentives and alternative payment methods is key to retailers looking to grow in the aftermath of inflation. Grooms notes that by doing so, retailers can lower their transaction fees and retain more revenue to reinvest in their businesses — all while making their pricing more competitive and creating loyalty benefits for shoppers.

As for artificial intelligence, Grooms predicts 2025 is poised to see retailers utilize this rapidly improving technology to hyper-personalize customer journeys. Retailers are looking to use transparent data and AI solutions to enhance convenience and relevance through real-time product recommendations. By tailoring individual in-app interfaces and store displays based on customer preferences, these merchants are set up to not only improve the customer experience, but enhance shopper trust along the way.

For this year’s 2024 Black Friday Cyber Monday, Bolt’s year-over-year comparison data found a clear shift in consumer behavior across notable shopping periods.

On Black Friday, jewelry and luxury goods categories have the largest gross merchandise value (GMV) increase by 16 percent and a 40 percent average order value (AOV). Cosmetics and beauty categories had the largest percentage of mobile transactions with 67 percent of total GMV.

Meanwhile, Cyber Monday saw an increase in mobile shopping by 33 percent. Apple Pay was the top-performing alternative payment method (APM) with usage growing by 98 percent. Moreover, buy now pay later methods for consumer electronics skyrocketed by 132 percent, with credit card usage declining by 18 percent.

Throughout the Cyber Weekend, mobile adoption increased by 10 percent, with jewelry and luxury goods AOV rising by 28 percent — with the category also being representative of having the second highest increase of BNPL by 12 percent.

Over the entire holiday season — from Oct. 1 to Cyber Monday — fashion and apparel led the charge with GMV growing by 24 percent, more than any category. Jewelry and luxury goods additionally increased the most (37 percent) of any other category. Cosmetics had an overall increase of APM adoption by 21 percent, which also coincided with the category’s decrease in credit card usage by 12 percent.

From prioritizing repeat customers, to the rise of non-network payments, to pop-up events and more, Grooms sat down with Fairchild Studio to discuss his 2025 retail predictions.

Trend 1: Retailers Rollout the Red Carpet for VIP Shoppers

As rising new acquisition costs and evolving expectations by customers continue to be an industry-wide issue, retailers are now turning to their VIP customers to drive spending. Brands like Sephora are expanding their sales to offer more discounts and benefits to their repeat and most loyal “super-fans.”

Another way online-focused retailers are driving connections with brand advocates is through the expansion or opening of in-person stores — allowing shoppers to interact with their favorite brands previously accessible online. Salesforce predicts that 2 out of 5 purchases made over this holiday season will be from repeat shoppers.

By using data-driven insights to create relevant experiences and doubling down on their loyal customers rather than seeking out customers during the holidays for one-off sales, retailers will continue to retain their shoppers and create a close-knit community. In turn, these customers effectively become brand ambassadors.

“Retailers are increasingly valuing repeat customers, understanding that loyal customers spend more and purchase more frequently than new shoppers. Loyalty programs, exclusive VIP events and personalized offers cater to these repeat customers, giving them a sense of exclusivity and deepening their emotional connection with brands.”

Trend 2: Non-Network Payments Accelerate

Retailers are using shoppers’ smartphones to build app-based ecosystems that merge payments, loyalty programs and personalized shopping experiences.

The Starbucks app is a prime example of this. By allowing customers to link their bank accounts directly to its automated clearing house (ACH) to add more money to their Starbucks card — effectively bypassing credit cards entirely for the retailer to make direct financial ties to their customers.

With the rise in alternative payment methods, customers now have more spending power as the reliance on high-interest credit cards starts to wane. Major e-commerce retailers have been looking to push their own ACH and alternative payment methods ahead of the holidays and reduce credit card fees.

Retailers using in-app wallet payments can create a more cohesive brand experience and help reduce friction — making payments another part of the personalized shopping experience. By allowing more alternative payment methods of spending, customers have an increase in long-term purchasing power — benefiting both the customer’s personal finances and the retailer’s revenue.

“Alternative payment methods — like ACH and digital wallets — allow retailers to forge a direct financial relationship with customers, bypassing traditional credit card networks that charge high transaction fees. This approach not only reduces costs but also allows retailers to integrate payments with loyalty programs, giving customers incentives to use store-specific payment options.”

Trend 3: Pop-up Events Extend Storefronts Beyond Online to Truly Omnichannel

With online-focused retailers opening more and more pop-up spaces to connect with their shoppers in person, these are now becoming a space for brands to deepen their financial relationships with customers.

Using this blend to engage with customers in real time, retailers apply the data collected from in-app customer behavior to help tailor pop-up event experiences to engage with shopper preferences. These immersive experiences will boost sales by creating a memorable interaction for the customer, leading to higher customer retention and strong brand affinity.

In this reimagination of the department store for today’s digital age, shopping and personal finances are becoming increasingly blurred. Customers using these stores turned interactive hubs can explore products, making purchases through mobile devices — where content, deals and product recommendations are tailored to the individual.

“Pop-up events provide a unique opportunity to offer in-person experiences that deepen customer loyalty and create meaningful brand connections. By integrating exclusive in-app purchases or payment methods at these events, retailers can seamlessly extend the digital experience into the physical world. Retailers are creating ‘experiential’ shopping spaces where physical visits are enhanced by digital features — QR codes for product information, app-based payments or even in-store augmented reality experiences.”

Trend 4: Rise of In-app Transactions

Apps like TikTok, Shein and Temu have already tapped into shoppers’ expectations to discover and purchase all at once — with retailers seeing the potential for increasing their lifetime value of individual shoppers by utilizing these loyalty connections.

Moreover, major retailers who use direct payment capabilities and apps will see a return on their customer relationships. Through this convenient and seamless experience, customers will continue to engage in this as shopping volume peaks throughout the holiday season.

With shoppers relying heavily on smartphones today, retailers who engage in apps serve as a one-stop solution for shopping, paying and loyalty rewards to simplify the shopping journey. Moreover, exclusive in-app offers can help entice customers to engage with a brand’s app to increase app usage and, in turn, lead to more purchases.

Brands like Starbucks and Sephora excel in this market — by using tailored promotions and easy payment loading options. Starbucks reported $10 billion refilled on its accounts in 2022 to create a seamless spending experience that creates customer loyalty.

“Retailers that have optimized apps with one-click checkouts, personalized recommendations and integrated payment options that streamline the buying process. In-app purchasing boosts customer lifetime value by creating a captive, loyal audience within the app environment, where personalized offers, quick checkout options and loyalty rewards are all readily accessible.”

Trend 5: Retailers Prioritize Buy Now, Pay Later Offerings as Tool to Segment Transactions

With retailers such as JCPenney using buy now, pay later (BNPL), alternative payments offer not only an increase in sales but a tool to segment transactions.

As high credit card fees continue to be a recurring cost, BNPL allows the option to provide customers with the flexibility to make larger, aspirational buys with lower-cost payments. BNPL has effectively become a go-to for many and remains an attractive option for Gen Z and Millennial shoppers looking to avoid racking up credit card debt.

BNPL has come as a major pull for retailers in enticing customers to make installment payments for high-priced purchases. This segmented transaction through payment options allows retailers to promote payment for small purchases through its direct payments while encouraging BNPL for more premium purchases.

By using alternative payments through this segmented approach, retailers can provide personalized marketing efforts and deals based on customers’ payment preferences to drive revenue increases.

“Retailers are gravitating toward BNPL options because they provide consumers with flexibility, making larger or unplanned purchases more accessible without incurring high credit card interest. By offering BNPL, retailers can expand their potential customer base and improve conversion rates, especially during high-spend periods like the holiday season, while also meeting evolving consumer payment preferences.”

Salomon has opened its first store in Italy unveiling a unit in Milan’s Corso Garibaldi, few steps away from the city’s arty Brera district.

Following in the footsteps of recent store openings in New York City, Paris, London, Shanghai and Tokyo, the 968-square-foot space features minimal interiors hinged on metallic and wooden elements and spotlighting the French outdoor brand’s running and hiking gear, including footwear, apparel and bags. 

A full wall of the Amer Sports-owned brand’s Sportstyle footwear is offered to sneakers aficionados, too, along with free services including 2D foot scanning and the Tap2Pay system on smartphones reducing waiting times in completing transactions. Products and colorways not available at the store can additionally be ordered on-site and shipped directly to locations across Italy.

“As a premium partner of the 2026 Milano-Cortina Winter Olympic and Paralympics Games, [this] marks a defining moment for the Salomon brand as we open our first Salomon store in Milano,” said Paolo Parmeggiani, the brand’s director of countries and managing director Italy. 

“We are extremely proud and focused on offering an amazing experience and service to consumers. Milan is only a couple hours from the mountains and nearby ski resorts, but it’s also the home of the September fashion week, which makes it perfect to showcase Salomon’s modern mountain sports lifestyle, from winter sports equipment to running products to fashion-inspired sneakers,” he added.

To mark the opening, the brand staged an initiative last week involving the local running communities, which the company invited to run a specific 8-mile route shared only on the day of the event. After the run, attendees eventually gathered at the store for an aperitivo, DJ set and to collect some goodies.

The Milan opening is part of a bigger retail rollout strategy that comes after Amer Sports raised $1.37 billion in its initial public offering (IPO) on the New York Stock Exchange earlier this year.

As reported last week, Amer Sports raised its guidance for fiscal year 2024 after posting strong Q3 results and announced a new chief executive officer and president for Salomon.

The public Finnish company – which also owns the Arc’Teryx, Wilson, Peak Performance and Atomic brands – reported a 17 percent increase in sales in Q3 to $1.35 billion. Net income increased 257 percent to $56 million, or 11 cents diluted earnings per share. 

The outdoor performance segment, which includes Salomon, saw revenues grow 8 percent to $534 million in Q3. The brand announced that it has elevated chief product officer Guillaume Meyzenq to the role of president and CEO of Salomon, effective Jan 1, 2025. He replaces Franco Fogliato, who stepped down from the role in April for personal reasons after about three years at the helm of the brand.

Inside Salomon’s New NYC Sportstyle Pop-Up Store, PHOTOS

View Gallery 29 Images

Located at 18 Broadwick Street in the city’s Soho neighborhood, the store features an extensive range of Sportstyle footwear and a curated accessory collection, including the latest collaborations with noted designers and fashion labels.

This store is the third Sportstyle store to open this year alongside Paris and New York City, launching as a part of Salomon’s new global retail concept. The interior pays homage to the brand’s French heritage, with authentic elements from the mountains near Annecy, including wooden benches, old furniture from old farms, and vegetation, infusing the store with the spirit of the Alps. See all the photos from the new London store below.