What: 10 Corso Como plans to open up to six new stores globally, leveraging partnerships with established retailers like Printemps while maintaining its unique ecosystem of fashion, art, culture, and food.

Why it is important: This expansion strategy demonstrates how concept stores can scale internationally while preserving their distinctive identity through strategic partnerships with established retailers and a focus on experiential retail. The plan represents a significant evolution in luxury retail, where concept stores can achieve global growth by combining cultural programming with strategic retail partnerships.

Despite challenging market conditions, 10 Corso Como is experiencing double-digit growth since September, encouraging ambitious expansion plans. Following successful openings in Paris and Munich through partnerships with Printemps and Lodenfrey, the company is launching new locations in Qatar and Prague. CEO Gianluca Borghi emphasies the strategic importance of partnering with leading luxury retailers to increase international brand awareness. The company's success relies heavily on experiential retail, with 75-80% of sales coming from international customers, particularly from the US and Asia. Future plans include establishing another full ecosystem store in Asia, comparable to the Milan flagship, which combines fashion, art, culture, and dining experiences. The strategy emphasises maintaining the brand's unique identity while adapting to local markets.

IADS Notes: This expansion approach aligns with evolving trends in luxury retail partnerships, where concept stores and traditional retailers create mutually beneficial relationships. The strategy reflects broader industry shifts, while maintaining focus on experiential retail and cultural programming, demonstrating how concept stores can successfully scale while preserving their distinctive character.

10 Corso Como to open up to 6 more stores