Present for the occasion, Renzo Ross, CEO of the OTB holding, showed the respect he had for John Galliano, creative director of the label, the businessman even qualifying the couturier as “genius”.

His renewal at the head of the label, in 2019, the English fashion designer accompanies a great success: sales have soared by 107% between 2019 and 2021. The company’s revenues would amount to nearly 400 million euros. The sign of the appetite of customers for this luxurious brand, and yet of “niche”, which wants to accentuate its influence on the retail side.

After 33 openings since 2020, the company wants to have 85 stores worldwide, and achieve two-thirds of its sales through this channel, compared to 40% before the start of the retail strategy. The new store in Milan bears witness to the fact that all of the shops in the store are following the same path. Indeed, its design is inspired by a model designed by Anne Holtrop, and rolled out on Avenue Montaigne in Paris, Osaka, Shanghai and on Bruton Street (London), the pilot site for current transformations. All take up the visual codes of John Galliano, in particular the idea of ​​movement which is declined in the different spaces. “Inspire and create desire”: this is the watchword that the in situ layout gives to customers.