Missoni Doubles Down on Home & Lifestyle
Earlier this week, Missoni opened in Milan its first-ever retail space exclusively dedicated to its home collection. The launch represents a significant investment in Missoni’s Home division, which already accounts for 30% of its total revenue.
At 80sqft, the store focuses heavily on textiles, a key category for Missoni. Throws, cushions, table linens, upholstery fabrics, and poufs make up core ranges, and other decorative items like candles, fabric dolls, and plexiglass trays complement the range. Large furniture pieces are deliberately not for sale in store, as the brand is focusing on the customer experience and displaying product that customers can take home.
Missoni will also continue its licensing partnerships with Compagnia Italiana del Cristallo, Jannelli & Volpi, and Stark Carpet expand the tableware, wallpaper, and rug lines, respectively.
In recent years, Missoni has also made notable moves in the luxury real estate space, providing furnishings and design objects for resort clubs and common areas of high-rise buildings and residences. Quietly launched with the interior design of Hotel Missoni in Edinburgh, now the G +V Royal Mile Hotel, and later, in 2016, with luxury apartments in Miami. Commercial projects for the brand have in fact grown exponentially, growing from 1 to 3 projects per year, to 7. Other upcoming ventures include two residential projects two in the Emirate of Ras Al Khaimah and one in southern Spain.
