Furla rolls out US stores

Family-owned Italian leather goods firm Furla is redesigning and increasing its store presence in the US. It will add another 18 stores to its existing 22 stores by next year.

With a new advertising campaign starring Furla executives and employees, the company is adding new models to its selection of bags, hoping to appeal to younger shoppers.

Last month saw the first Furla store opening on New York's Madison Avenue, where the interior is light, transparent and fluid. Prices range from $50 (£28) for a fashion bracelet to $600 for a large leather bag.

"It's very much about flexibility, transparency and lightness," managing director for Furla USA, Carol DiMaio-Lucas, told WWD about the store concept. "It's moveable, as opposed to static." This concept was launched in Verona in Italy in fall 2005 and is being implemented in boutiques in Paris, Madrid, St. Petersburg and Shanghai.

"The strategic plan of Furla is to significantly increase turnover worldwide by leveraging the Made in Italy brand equity, a range of lifestyle products in the affordable luxury price range and a network of distribution in the most prestigious locations," said DiMaio-Lucas.

Furla has 200 international company boutiques.