Car Shoe opens second flagship

Italian luxury footwear brand Car Shoe has opened a flagship in Milan , making this its second outlet after the one in Capri . The new shop, on the fashionable Via della Spiga, is designed like the interior of a car, with green leather chairs evocative of car seats and shiny wood panelling recalling luxury details like the dashboard. Architect Roberto Baciocchi was given approval by Patrizio Bertelli, chief executive of the Prada Group, who is deeply involved with the brand.

"The automobile world recalls the origin of the brand, and since we wanted to preserve classic elements of style, this décor not only seemed right but also duplicable in various sizes and locations," said Stefano Cantino, marketing manager at Prada Group. He told WWD that the opening of this store is a sign of the group's commitment to growing the brand. Stores are planned for Rome , Paris , London , New York , Barcelona , Tokyo and Hong Kong .

The brand, which was founded by Italian Gianni Mostile in 1963, has enjoyed a strong and steady growth in the past years. Sales in 2004 were $7.8 million (£4.0 million) and forecasts for 2006 are $30 million. The brand's bestseller, its classic driving shoe with pebble sole, accounts for 40 percent of sales. Customers who want to customize their car shoes can choose from a range of 35 colours and a selection of skins at no extra charge. In the last two years, Car Shoe has expanded its offering to include 100 footwear styles for women, while 30 new bag styles are introduced each season. All products are designed by an in-house design team.

With a loyal fan base that includes the equivalent of Italian royalty, the Agnelli family, and prices ranging from $304 to $538, Car Shoe is well-set to occupy a position as a true luxury brand.