How Skechers’ Milan Flagship Is Redefining Sustainable Retail Spaces
Skechers has unveiled a new concept store on Milan’s famed Corso Buenos Aires, one of Europe’s longest and most frequented shopping boulevards.
Skechers has unveiled a new concept store on Milan’s famed Corso Buenos Aires, one of Europe’s longest and most frequented shopping boulevards. The 294-square-meter (3,200-square-foot) space combines mid-century design aesthetics with sustainable materials, spotlighting the brand’s performance and lifestyle footwear, apparel, and accessories. Located in an area attracting 6,900 shoppers per hour, the store underscores Skechers’ strategic push into high-profile European markets.
Strategic Retail Expansion in a Fashion Epicenter
The store’s launch aligns with Skechers’ global retail growth strategy, particularly in Italy, which now hosts over 40 locations. Michael Greenberg, Skechers’ president, emphasized the company’s broader vision:
“As The Comfort Technology Company, Skechers has been a strategic retail player—establishing brick-and-mortar locations across a network of cities where we can interact with consumers around the world and convert millions into enthusiasts. Italy has played a key role in our growth across Europe. We look forward to further building our business in this important market with this high-profile destination, one whose fashion trends, signature collections and innovative hands-free designs can connect with the tourists and locals who appreciate Milan’s reputation for style.”
Store Design and Product Innovation
The Corso Buenos Aires location features:
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Renewable Materials: LED lighting and EU-manufactured biopolymer elements for a modern, eco-conscious design.
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Dedicated Zones: A Skechers Performance area, lifestyle footwear collections, and apparel/accessories for all ages and activities (fashion, sports, casual, work, and children’s styles).
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Comfort Technologies: Innovations like Hands Free Slip-ins®, Arch Fit®, Max Cushioning®, and Hyper Burst® to cater to diverse consumer needs.
Sergio Esposito, Skechers Italia’s country manager, highlighted the store’s prime positioning:
“Milan has long been known as one of Italy’s top destinations for tourism, fashion and culture—and our new store places us among the world’s most prominent brands in this vibrant city—right in the heart of Corso Buenos Aires, one of Europe’s longest shopping streets. Our close proximity to Milan Centrale and Lima metro stations will make our retail location a heavily-trafficked conduit for the tens of thousands who come to shop daily.”
Global Reach and Local Ambassadors
Skechers’ Milan expansion is bolstered by ambassadors like football legend Fabio Cannavaro and chef Benedetta Parodi, enhancing its appeal across demographics. The brand’s products are available at over 5,300 stores worldwide, including 40+ Italian locations and three others in Milan.
This store capitalizes on the city’s 54% under-45 demographic and 40% diverse fanbase, positioning the brand as a key player in Europe’s retail landscape. As foot traffic surges, Skechers’ latest opening signals a confident stride toward global dominance in comfort-driven fashion.
