Boggi Milano invests in the US: 18 stores in 5 years and an agreement with Bloomingdale's

Three stores already operating in New York and a new partnership with Bloomingdale's for the opening of seven shop-in-shops which, starting from the iconic department store on 59th Street, will bring Boggi Milano to strategic locations in the American market: from the Midwest to Florida.

While the world (and beyond) seems stuck waiting to see how American consumers will react to the tariffs imposed by the Trump administration—a 30% tariff is expected to be applied to European products starting August 1st, but negotiations are ongoing—the menswear company is moving at a completely different pace, building on years of groundbreaking work and encouraging results in a market that, tariffs or not, has always been among the most selective and competitive in the world. "We are very confident in this project in the US and have been working on this expansion for over two years," explains Claudio Zaccardi, president and CEO, who, together with his two brothers Carlo and Roberto, first launched the Brian&Barry retail brand and, in 2003, acquired the Boggi brand. "We can't be left at the mercy of decisions like the one on tariffs: if we're in the 20-30% range, we can handle them." In a historical moment like the current one, with the luxury crisis that has increased prices without any sense of proportion, we think that a product like ours, with our style and our price point, is perfect for the American market."

The group closed 2024 with revenues of €330 million and aims to close 2025 with revenues just below the €380 million target, 65% of which will be generated abroad. Zaccardi has an ambitious and, above all, international project in mind. It starts with the US market and retail expansion: "The timing was favorable: we negotiated good rental prices for the stores (there are three directly operated stores: the first in SoHo, followed by those on Madison Avenue and Columbus Circle, ed.) and we arrived with a five-year plan that calls for the opening of approximately three stores per year for a total of 18 locations and achieving revenues between €100 and €120 million. We have already signed the contract for Miami, which will open in February 2026, and we are working on California. In addition, we will be opening stores in partnership with Bloomingdale's and online channels, both direct and multi-brand." In September, Boggi Milano will open a warehouse from which it will ship merchandise ordered online directly from the US. Beyond the US, Boggi Milano is seeing positive results in markets such as "England, Spain, and Germany." This is also thanks to its approach that emphasizes value for money: "For us, these are two key components. We also aim to further elevate ourselves to attract those aspirational luxury consumers who are now oriented towards premium brands."

2025 has so far had a mixed bag: "The first quarter went well, the second proved more critical. Now let's see what happens. Let's hope the international situation stabilizes somewhat, that the wars are resolved. Uncertainty is what most damages businesses."

E-commerce remains a key channel for Boggi, which generates approximately 15% of its online revenue, thanks in part to its connection with physical stores (which account for 10% of their revenue from iPad sales). The company has recently made a significant investment in logistics, opening a new 10,000 m2 automated warehouse in Concorezzo (Monza).