What: 10 Corso Como establishes its first French presence within Printemps Haussmann's men's building, offering a carefully selected range of its eponymous line alongside luxury accessories and design pieces, marked by its iconic concentric circle branding.

Why it is important: The collaboration showcases an evolving model of retail expansion where established concept stores and traditional department stores create mutually beneficial partnerships to enhance their market presence and customer offerings.

10 Corso Como's entry into the Paris market through Printemps Haussmann represents a strategic expansion of the Milanese concept store's global footprint. Located on the ground floor of Printemps Homme, the space maintains the brand's distinctive identity with its recognisable black-and-white concentric circles, a design element that has defined the brand since 1991. The curated offering spans multiple categories, including ready-to-wear, shoes, bags, sportswear, and accessories, alongside design pieces and home goods, including Italian gourmet products. CEO Gianluca Borghi emphasises this as a strategic step in the brand's international development, choosing Printemps as an exceptional partner in the heart of fashion and luxury. Currently operating two locations in Seoul through a partnership with Samsung, 10 Corso Como plans further expansion with upcoming openings in Qatar's Printemps Doha and New Delhi, while also operating a pop-up store in Munich's Lodenfrey.

IADS Notes: 10 Corso Como's partnership with Printemps reflects broader trends in luxury retail partnerships throughout 2024. The focus on curated offerings and brand identity aligns with successful format innovations seen in other department stores, as evidenced by Rinascente's October 2024 transformation of historic spaces. This approach to retail partnerships draws parallels with Bloomingdale's Italian cultural initiative, demonstrating how department stores can create unique experiences through strategic collaborations. The expansion strategy mirrors successful international growth models, where concept stores maintain their distinctive identity while adapting to local market contexts. This development comes amid a broader evolution in multi-brand retail, where successful retailers are focusing on creating unique, curated experiences that differentiate them in the marketplace.

10 Corso Como opens in Paris at Printemps