What's Happening?
Spanish fashion brand Cold Culture, founded in Madrid in 2021 by Andrés Varela and Martina Merry, is set to open its first permanent store in Milan, Italy, on April 24. This new store, located at 75 Corso
di Porta Ticinese, marks a significant step in the company's international expansion strategy. The store will cover an area of 113 square meters and is part of Cold Culture's broader plan to strengthen brand awareness and conversion through physical retail. The company has been implementing a strategy known as the 'Cold Tour,' which involves a combination of permanent stores and temporary formats across various European cities. This approach aims to enhance brand activations through social media. The Milan store follows a successful pop-up test in the city last October, and the company is considering further expansions in Italy, including potential temporary formats in Rome during 2026.
Why It's Important?
The opening of Cold Culture's first permanent store in Milan is a crucial move in the brand's strategy to establish a stronger foothold in the European market. By expanding its physical retail presence, the company aims to increase brand visibility and customer engagement, which are essential for driving sales and growth. The decision to open a permanent store in a fashion capital like Milan underscores the brand's commitment to becoming a significant player in the international fashion industry. This expansion is also indicative of a broader trend where fashion brands are increasingly focusing on physical retail spaces to complement their digital channels, thereby offering a more integrated shopping experience. The appointment of Elena Alarcón as head of e-commerce further highlights the brand's efforts to consolidate its digital and physical retail strategies.
What's Next?
Cold Culture plans to continue its expansion across Europe, with potential new openings in Italy and other key markets. The company is likely to explore additional temporary and permanent store formats to further enhance its brand presence. As the brand strengthens its organizational structure and retail strategy, it may also focus on improving transparency and sustainability practices, given the 'fail' rating it received from Bcome. The success of the Milan store could serve as a model for future expansions, influencing how the brand approaches new markets and engages with customers.
