“After five years from the relaunching of the brand and our successful retail restructure in Europe and Asia, it is time to turn our attention to the USA”, was the comment of CEO Riccardo Sciutti the day after the opening of the new store. The brand, which has been part of the Investindustrial portfolio since 2015, generates 50% of its business in Asia, with the rest divided up between Europe and North America, and it is especially interested in reinforcing its presence in this latter market.

The new store promises an interactive customization experience that allows customers to style their own SR1 slippers, pumps and running shoes. In conjunction with the new opening, an exclusive preview of the capsule collection with the SRMilano sandal in three materials and colourways was also presented.