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Loro Piana's Bergdorf Space... Balmain's New Deal?...

For Loro Piana, it’s not enough that Bergdorf Goodman is already its top-volume wholesale door.

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LORO PIANA’S NEW SPACE: For Loro Piana, it’s not enough that Bergdorf Goodman is already its top-volume wholesale door. The Italian brand wants to elevate the productivity and has relocated its Bergdorf shop to a higher traffic spot on the fourth floor between the escalator and elevators and reconceptualized the merchandising. “There’s tremendous exposure. That’s really important to us,” said Pier Luigi Guerci, president and chief executive officer of Loro Piana USA. The new shop, launched Friday, is similar in decor to the company’s others, although the merchandising has advanced with soft accessories and a wider selection of handbags intergrated with ladies’ ready-to-wear.

Guerci said the shop represents “a lifestyle approach and stronger representation of the brand” and that it could be considered a prototype for other in-store shops. At 754 square feet, the shop is only slightly larger than the previous one, yet it has 40 percent more capacity to display products, noted Patrick Adent, senior vice president of wholesale.

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