CH Carolina Herrera arrives in Rome with Josas

The American fashion house CH Carolina Herrera has arrived in Italy and, with Josas’ brokerage, is inaugurating its first flagship store in the centre of Rome

After months of anxious waiting, another success for Josas. The new flagship store of fashion house Carolina Herrera has, indeed, just opened its doors in the Eternal City.

Thanks to Josas’ consultancy, the American brand founded by the Venezuelan designer, today run by creative director Wes Gordon, is opening its doors in Italy with a store which will feature all the company’s main collections. It is set in an exclusive location on Via Borgognona, which is not only just a few minutes from some of the most important historic and cultural attractions, but is also one of the Italian capital’s best-loved and most desirable luxury shopping streets.

It is sheltered from the most chaotic elements of the metropolis, but at the same time in a central, easy-to-reach location, in other words perfect for a relaxing stroll while taking in some luxury shopping.

The boutique occupies two street numbers, Via Borgognona 24 and 25, and features an elegant and refined style. Each area represents a different dimension of the designer’s world in which, as well as discovering the collections, shoppers can enjoy unusual and exclusive experiences.

The store stands out with its precious woods, marble, stone, leather, silk and antique brass. The fittings and furniture were built specifically for the store from European oak, Madagascan ebony, and Amazon teak and mahogany. The objects which pay homage to the brand’s lifestyle are linked to specific aspects of the city.

Physical retail is not losing its grip

The opening of the new Rome flagship store is part of an expansion plan for the fashion house, with 180 single-brand sales outlets and 200 shop-in-shops internationally. After a year which presaged the inevitable and disastrous decline of physical retail, this new opening gives a positive signal to the world of luxury retail.

Despite the growth of online sales channels, indeed, luxury cannot move away from physical retail. As well as practical reasons linked to the possibility to touch and try on the garments, there are also reasons relating to the overall experience and feelings. The purchase decision is often due to the emotions generated by trying on an item and looking in the fitting room mirror. This is an experience which cannot be duplicated online, and which Carolina Herrera wishes to bring back in its new Rome boutique.