Skechers Opens Latest Performance Concept Store in Milan on Posh Corso Buenos Aires

Fans of the comfortable-yet-stylish footwear brand Skechers — whether those who own a pair or two or investors backing the brand — may note that Skechers has deepened its push into the performance gear segment by opening a new performance concept store in Milan.

Located on the posh Corso Buenos Aires, as Retail TouchPoints reported, the store measures around 3,200 square feet and is home to a Skechers Performance area in addition to a variety of its cornerstone products.

“Milan has long been known as one of Italy’s top destinations for tourism, fashion and culture — and our new store places us among the world’s most prominent brands in this vibrant city — right in the heart of Corso Buenos Aires, one of Europe’s longest shopping streets,” Sergio Esposito, country manager of Skechers Italia, stated in a company press release.

“Our close proximity to Milan Centrale and Lima metro stations will make our retail location a heavily-trafficked conduit for the tens of thousands who come to shop daily,” Esposito added.

The store is intended to exhibit an aesthetic representing “a reimagination of mid-century design,” buffered by renewable EU-manufactured materials in addition to tasteful LED lighting. This latest performance-oriented location joins three other Skechers stores in Milan, adding up to a total of 40 across Italy.

“As The Comfort Technology Company, Skechers has been a strategic retail player — establishing brick-and-mortar locations across a network of cities where we can interact with consumers around the world and convert millions into enthusiasts,” Michael Greenberg, president of Skechers, said.

“Italy has played a key role in our growth across Europe. We look forward to further building our business in this important market with this high-profile destination, one whose fashion trends, signature collections and innovative hands-free designs can connect with the tourists and locals who appreciate Milan’s reputation for style,” he added.

Skechers’ Enhanced Focus on Performance Concepts Could Reflect Market Opportunity

There’s little doubt that the performancewear and athleisurewear business has been booming as of late — with brands ranging from Lululemon to Alo Yoga continuing to make waves, alongside Nike, which is in the midst of a turnaround effort — and Skechers, seeing its own maturity in the comfort shoes and casual shoes categories, seems to want a slice of the pie.

In January, Skechers made its intentions plain in this regard, opening up a flashy performance-oriented flagship store in the West Edmonton Mall in Alberta, Canada. That store contained a downsized pickleball court, a half-court basketball area, and an array of futuristic LED screens to lead shoppers into a purchase experience.