New Tokidoki store in Milan
New Tokidoki store in Milan
 

15 Mar. 2011

TOKIDOKI LAUNCHES NEW STORE CONCEPT IN MILAN

Milanese fans of the Tokidoki brand have welcomed enthusiastically the reopening of the brand's new concept store, in Corso di Porta Ticinese 62, the city's youngest shopping area. The store already existed at the same location, though it has now been totally renovated and enlarged. On 90sqm, the shop carries all the Tokidoki products, including apparel, (the Tokidoki women's apparel and lifestyle products, as well as the new TKDK men's line launched for s/s 2011), produced and distributed under a licensing agreement through the Fashion Made in Italy company, as well as bags, accessories, toys, jewelry, plus other special collaborations exclusively conceived for the Milan store concept.

“When we opened the Tokidoki store in Milan in 2007, we registered an unexpected success. Now we are excited of opening a bigger version of this colorful and joyful world," commented Simone Legno, designer and founder of the Tokidoki brand.

Tokidoki store opening in Milan - Watch the party
Only two other Tokidoki stores exist worldwide - in Los Angeles and Santa Monica. The brand is sold in Italy through about 400 multibrand stores and four shop-in-shops, as well as about 150 stores in the rest of Europe, where it registered sales of about €8 million in 2010. Following the Milan experience, Giuseppe Fornari does not exclude the possibility to open more monobrand stores and corners in the future.

Tokidoki was born as a t-shirt brand in 2003 and developed a series of brand extensions that involved significant players like Le Sportsac, Mercedes Benz, Fujitsu, Onitsuka Tiger, Marvel and Skullcandy. In 2006, entrepreneur Giuseppe Fornari, CEO of the ‘Fashion Made in Italy’ company, discovered and launched Simone Legno's idea all over Europe. “Tokidoki Milano is the result of a constant collaboration between Milan and Los Angeles," added Fornari. “This new store is a unique format retail that mixes entertainment and graphic culture through Simone Legno's own signature."

Maria Cristina Pavarini

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