Oct. 29 – The countdown has begun: a new Serapian flagship store will soon open in America. Rodeo Drive will now be home to the shop that will become a reference point for Italian fashion, elegance, craftsmanship, and tradition aficionados. For over sixty years, Serapian has been a unique and exclusive brand of Italian leather goods, dating back to 1945, when it began making handcrafted handbags, luggage and leather accessories. For the new store, whose opening is scheduled for January, Serapian chose Rodeo Drive, the shopping destination for fashion and luxury brands in the US. The store will spread over 100sqm and will include features of the new concept developed by Lab 83. The space combines tradition and modernity with special furnishings inspired by Italian styles. Serapian is also present in Moscow and Hong Kong, as well as Milan, Venice, Rome and Taormina. “For the past two years, we have embarked on a decisive restructuring of the brand, an organic enlargement process of our retail channel withing the best department stores. For this purpose we introduced a renewed concept of the brand that provides for an excellent shopping experience,” says Diego Porro, Serapian managing director, who adds, “at the moment, the United States remain a key destination for luxury brands; and Rodeo Drive remains cutting edge in this important historical moment.” The store will host the complete collections for men and women, business and travel, including made-to-order capsules and models. The shop’s open space will highlight the best pieces in each collection; but the key area remains the personalization space, a cozy corner with wood paneling on the walls, carpets and soft leather seating where customers may have their initials engraved on their purchases. The US flagship expands Serapian’s network to eight stores, bringing its quality and merit worldwide. (Gil)
