MILAN — Autry’s retail expansion now has the European fashion capitals covered as the brand unveiled its first unit in Milan, after openings in London and Paris.
The 2,077-square-foot boutique is located on Via Durini nearby San Babila square, the central crossroad connecting the Corso Vittorio Emanuele II shopping thoroughfare and the Golden Triangle luxury district.
Following the blueprint unveiled at Autry’s other flagships, the Milan unit — which boasts five tall windows — conveys a sophisticated and slightly industrial vibe.
Walls and flooring are clad in granite, contrasted by the floccato-coated ceiling. A floating shelving system and steel racks with a minimalist undercurrent punctuate the space, while bold décor choices add a touch of color, including a blue carpet bearing the Autry logo and the high-gloss red lacquered changing rooms.
The store introduces natural walnut wood accents for stools, benches and mirror frames, while the stadium-inspired lighting system nods to Autry’s athletic roots.
“Opening in Milan is not just a new retail milestone, but an emotional achievement. This is where Autry’s renaissance took shape, where the vision behind the brand’s newfound global appeal was conceived and brought to life,” said Roberta Benaglia, Autry’s executive chairwoman and chief executive officer of the brand’s parent Style Capital.
In its retail push this year, the brand opened stores in London’s Soho and in Paris’ Le Marais and Saint-Honoré districts.
The store “is a place where our community can connect with the brand on a deeper level, and where Autry can continue to unlock its growth potential, locally and globally, with purpose and style,” Benaglia said.
To mark the opening of the Milan flagship, Autry is dropping a dedicated capsule collection with a special iteration of its signature Medalist sneakers, as well as a T-shirt, sweatshirt and baseball hat.
The Autry flagship in Milan.
Courtesy of Autry
The sneaker brand — which in 2024 logged sales of 120 million euros and forecasts revenues to hit 140 million euros this year — was acquired in March 2024 by the private equity fund Style Capital, which took a 51 percent stake in the company in a deal pegged at 300 million euros.
The financial player nabbed the majority interest from the Made in Italy Fund, managed by Quadrivio and Pambianco. The latter agreed to reinvest to maintain a share of 7 percent, while the remaining 42 percent is still owned by the founding Doro family. The Autry brand was established in 2019.