The ground floor of the retail space will feature The LAB, an area dedicated to exclusive product collaborations and limited collections from various VF brands

The ground floor of the retail space will feature The LAB, an area dedicated to exclusive product collaborations and limited collections from various VF brands

Apparel giant VF Corp has revealed plans to open its first multi-brand store this autumn in a move that furthers its strategy to become more consumer-minded, retail-centric and hyper-digital. 

Located in Milan, Italy, the store will offer products from the group's The North Face, Timberland and Napapijri brands with periodic collections from its other labels.

The 22,000 sq ft space will span three levels and feature advanced technology, including virtual, to deliver what VF calls immersive brand experiences.

Meanwhile, the ground floor will host The LAB, an area dedicated to exclusive product collaborations and limited collections from various VF brands.

Martino Scabbia Guerrini, VF's group president of the EMEA region, says the addition of the new multi-brand retail concept to the group's store fleet further elevates its offering for consumers while also advancing its strategy of becoming more consumer-minded, retail-centric and hyper-digital.

"Our aspiration is that this retail format will become a template for future VF multi-brand stores in other regions and cities," he adds.

Adding to the focus on design and innovation, VF says it has prioritised environmental sustainability throughout the development of the retail concept. The building housing the store is LEED Gold certified, and current and future renovations will adhere to VF's stringent environmental protocols and standards.

Renovations began in June with plans to open the space this autumn.

While this is the first multi-brand retail concept for VF, the company owns and operates more than 1,500 retail stores for its brands.