Benetton's store revival begins from Piazza Duomo in Milan

United Colors of Benetton opened the doors of its new concept store in Milan's central Piazza Duomo earlier this week, as the Group turns its focus to Benetton's revival in Italy. The new flagship store marks the Group's commitment to its restructuring plans as Benetton aims to transit to a “business model

that focuses on the consumer”. The new interior store design, known as 'On Canvas' is said to be “an entirely Italian project”, which is designed to offer its customers comfort, functionality and dynamic collections in an innovative new structure.

The main element of the 1,500 square meter store is said to be its frame, which Benetton states is “a symbol of tradition and craftsmanship, enabling transformations within the store”. The interior structure consists of mountable metal tubes, covered with canvas, that act as wall divisions for the store's space, which can be moved when needed.

“In the new concept store, the product is always the protagonist and the customer loses himself"

Instead of displaying certain products in according groups, the new store is made up a of number of small spaces which each offer various aspects of Benetton's collection and is categorized by three main styles: urban, sophisticated and young. The areas are defined by a theme and a set of colors and feature total looks, including shoes, accessories and bags for customers to choose from.

Benetton has also incorporated its online store into its new three-levelled store, by offering customers an “infinite shelf” to shop from. In each section of the store there are digital LED screen showcasing outfit combinations for each theme and customers are able to use the available mini iPads to view, search for items currently not in stock in store, and order them directly from Benetton's site.

Knits and color, two of the main elements which Benetton is known are central in the new concept store and prominently featured in its 'color room', a dedicated area which showcases sweaters and cardigans in a number of colors.

Benetton aims to roll out its new concept to stores in large European cities, with stores in Verona and Moscow next in line to be renovated. Last year the Group revealed they had invested 80 million euros into its store design and now they aim to invest 100 million euros a year, over the next three years, into its store concept.

So far the effects of the Group's restructuring plan seem to be positive, as Benetton's Group's CEO Biagio Chiarolanza comments: "Over the past six months, in 130 stores key, which will ideally be the first to be subject to the redesign, sales of the collection A/W 2013-14 have increased by 4-5 percent compared to the previous season and those of the S/S 2014 grew 17 percent, while the average traffic in the stores has increased by 10 percent."

"2014 will be the year of the implementation of the renewal and I believe that in 2015 the company will take of great satisfaction," concluded Chiarolanza.