Late 1800s – French hat designer Luisa Jaquin opens a straw hat boutique in Paris.
1929 – Her daughter Olga marries Lido Panconesi and together they open the LUISA boutique in Florence.
1968 – Andrea Panconesi, Luisa’s grandson, starts working as a buyer with brands such as Balenciaga, Balmain, Givenchy, and Saint Laurent. In Paris he discovers KENZO and LuisaViaRoma becomes the first store in Europe to sell the Japanese designer’s collection.
1980s – Andrea Panconesi creates Westuff, a magazine combining art, fashion and music. The exclusive editorial staff is composed of Stefano Tonchi, head of fashion, Maria Luisa Frisa, head of art, and Bruno Casini, head of music.
1980s – The artist Kyle Bradfield designs a digital shop window in Via Roma. His creative genius, aesthetic sense and skills are what make the LuisaViaRoma shop window one of the most famous in the world, marking a turning point in the visual arts sector in Italy.
1980s – Andrea Panconesi pioneers buying in Italy. With an avant-garde approach, he is the first to photograph the items purchased in the showroom to then present them in preview to customers in the store.
1999 – The company creates LUISAVIAROMA.COM, giving international customers the opportunity to shop online, and starts a general restyling of the LuisaViaRoma flagship store that helps it become one of the most iconic stores in Italy.
2010 – To celebrate the first 10 years of e-commerce activity, LuisaViaRoma launches FIRENZE4EVER … It’s Magic!, a seasonal event during which emerging fashion talents and famous fashion bloggers are invited to create multi-brand looks over the course of a three-day Style Lab. Featured are a themed event to open Pitti Uomo and Fashion Week, with in-store installations, dinner parties and live performances by international artists in some of the most vibrant locations in the Tuscan capital. It is thanks to this first edition of the event that Chiara Ferragni takes her first steps as an influencer.
2011-2017 – The increase in sales in new markets and investments on a technological level are the basis of the digital evolution of the platform. The company develops a series of commercial and high-tech implementations to offer a tailored online experience to customers around the world. By the end of 2017, shipping to over 150 countries has already begun and e-commerce is available in 10 languages, entirely designed and produced in-house by the various teams: information technology, creative, content, marketing, buying, customer service, and more.
2018 – Social commitment is at the heart of LuisaViaRoma’s philosophy. The company collaborates with UNICEF Italia for the first international UNICEF Summer Gala and with the Naked Heart Foundation to help children with special needs. After partaking in these two collaborations, other important partnerships follow with Oxfam Italia and Extreme E, the off-road race with electric SUVs that allow LuisaViaRoma to participate more actively in the debate on environmental issues.
2018 – 2022 – Numerous collaborations flourish with brands, multifaceted artists, architects and designers who give life to thematic installations, designed to make the shop in Via Roma an evocative live stage. Among the installations that have graced the store with the latest fashions are Marble Iceberg, on the theme of climate change; Home For the Holidays, the transformation of the shop to celebrate the holidays; Eden, the reinterpretation of the interiors dedicated to the launch of the exclusive capsule of The Attico; Marni Moon Market, the pop-up on the store terrace; Aerial Underwater World, the project to evoke the zeitgeist of these years; Cassina in Terrazza, the event for the launch of the brand’s exclusive capsule and the takeover by Jil Sander during Pitti Uomo 2022.
2019 – LuisaViaRoma presents LVRSustainable, a section offering a careful selection of sustainable items and brands, promoting special collaborations with non-profit entities, organizations and brands to benefit social and environmental causes. With the aim of creating a community attentive to the theme of sustainability, LVRSustainable promotes conscious fashion based upon the following values: organic, vegan, ethical trade, eco-friendly, women’s empowerment, community engagement, recycling & upcycling and luxury craftsmanship.
2019 – On June 13th, LuisaViaRoma celebrates its 90th anniversary with CR Runway, a memorable event held in Piazzale Michelangelo organized with Carine Roitfeld. Some of the most iconic models of all time including Irina Shayk, Gigi and Bella Hadid, Karolina Kurkova, Stella Maxwell, Vittoria Ceretti, Mariacarla Boscono, Alessandra Ambrosio, Doutzen Kroes and Natasha Poly feature on the catwalk. A live performance by Lenny Kravitz and an exclusive after-party are held to close the evening.
2020 – Despite the pandemic, the company continues to grow. Hiring new talents from all over the world, developing new e-commerce features, redefining and expanding the selection of brands from a sustainable perspective and implementing the site in Turkish. Before the health emergency, the online platform generated 98% of sales (equal to €146 million) in 2019. In 2020, revenues increased by 30%, reaching €190 million.
2021 – The company announces a strategic partnership with Style Capital. The private equity fund based in Milan invests €130 million to fuel the international growth of LuisaViaRoma. Andrea Panconesi retains the majority of the company’s share capital, while Style Capital, represented by their CEO Roberta Benaglia, holds important governance rights, with the aim of listing LuisaViaRoma on the stock exchange in the coming years. The role of CEO is held by Alessandra Rossi, a long-time top manager in the luxury segment. This partnership fosters the development of LuisaViaRoma, the synergy aims to consolidate the company’s digital skills, building on its strong Italian DNA and its wealth of knowledge gained over the first 90 years of business.
2022 – The company focuses on the American market with a series of initiatives aimed at increasing the revenue generated by overseas sales. After the first half of the year, the US is the second most important market, accounting for 14.85% of sales.
LUISAVIAROMA believes that customers are not simply looking for products, but an experience. For this reason, the company continues to be a leader in the world of fashion and luxury. Today LUISAVIAROMA offers clothing, bags, shoes, and accessories for women, men and kids by brands such as Alexander McQueen, Balenciaga, Balmain, Bottega Veneta, Burberry, Dolce & Gabbana, Gucci, Jacquemus, Loro Piana, Mach & Mach, Manolo Blahnik, Max Mara, Moncler, Off-White, Saint Laurent, Tom Ford, Valentino and Versace, as well as sections dedicated to home and beauty.

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Xtrawine is a digital company specialising in the sale and distribution of wine online. In 2019 Xtrawine was awarded as the best Italian e-commerce site by Aicel, the Italian association of e-commerce. In 2020 it won the first prize from La Repubblica Affari & Finanza in the wine bars category and in 2021 it obtained the prestigious recognition of the three corkscrews from Gambero Rosso, as one of the best wine bars in Italy.

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COMING SOON

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The 120% Lino products are born from the passion for the best noble fibers: precious linen, cashmere and silk yarns take on a totally new identity thanks to refined and innovative processing techniques. The design is sober and refined, always avant-garde, for a unique and timeless style.

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