Parfois opens flagship on Milan's Corso Vittorio Emanuele II

Portuguese accessories brand Parfois has opened a new flagship store on Corso Vittorio Emanuele II in Milan, one of the Italian city's main shopping thoroughfares. The space, approximately 120 square metres spread over two floors, brings the brand's number of stores in Milan to eight and to 74 throughout Italy.

The opening is part of an expansion strategy focusing on high footfall locations in major European capitals. According to Luis Maseres, CEO of Parfois, the store is part of a plan aimed at positioning the brand “in the nerve centres of European fashion”, in line with the recent opening on Ermou Street in Athens.

Design with natural materials and category-based format

The architectural design uses natural materials, organic shapes and lighting designed to create an immersive atmosphere. The store is organised into distinct corners by category—fashion, accessories, footwear and jewellery—with modular furniture that allows the space to be adapted to different contexts.

The Milan opening is part of the company's strategic plan, which focuses on product innovation and the consolidation of an omnichannel sales model.

Founded in Porto in 1994, Parfois currently operates in 75 countries with more than 1,000 stores and opens over 100 new locations annually. In recent months, it has launched operations in Chile and Peru, and has strengthened its presence in the United Arab Emirates, Mexico, Poland and Greece.