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Nicola Mira
Dec 7, 2017
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Moncler chooses Milan for first kids-only store

Translated by
Nicola Mira
Dec 7, 2017

Moncler has opened a store entirely dedicated to its childrenswear collections in the heart of Milan. The Italian down-jacket label had already tested a shop reserved exclusively to its junior apparel range, opening one in the chic Alpine resort of Courmayeur, Italy, in 2013. The store's interior design featured the mountain chalet style typical of Moncler at the time, but was closed down after a few seasons.

The down-jacket label's kids’ store - Moncler

This time, Moncler has gone for an entirely different format and layout, putting the accent on a playful shopping approach. "With the exception of a few shop-in-shops, this is our only store of its kind. We aren't planning to open other [kids' stores]," Moncler told FashionNetwork.com.

The new kids store, with a 130 m2 retail area, is located at 7 via della Spiga, Milan, where Moncler opened its very first Milanese store.

Last October, Moncler renovated and enlarged the flagship store in via Montenapoleone, its largest in the world, and decided to turn the via della Spiga store, located in the same neighbourhood within Milan's luxury shopping central district, into a new, kids-only store, as FashionNetwork.com reported at the time.

The kids’ store's playful interiors - Moncler

In 2013, Moncler decided to again internalise the production and distribution of its junior apparel and accessories line, targeting 0 to 14-year-olds, which was previously run in joint-venture with Altana. The new shop is designed to appeal above all to this segment of very young consumers, but to their parents as well.

Gone are the austere, wood-panelled, chalet-style interiors, replaced by a much more fun ambience. From the outside, it is impossible to miss Monduck, Moncler's giant duck mascot, grinning in the shop window. The mascot is the common motif of the store's interior design, as is the world of mountains and Alpine skiing, referencing the roots of the label, created in 1952 in Monestier-de-Clermont, near Grenoble, in the French Alps.

In a press release, the label stated that the store also features a play area with interactive animations, for the children's delight.

Moncler has pulled out all the stops to attract children - Moncler

The interiors feature a mix of rare materials such as ivory leather and smoked oak wood, and are big on bright colours, the kids' favourites, such as red, orange and shades of pink, used both for some of the wallpaper and for the fitted carpeting, making the store's atmosphere cosy and welcoming.

This latest opening has strengthened Moncler's position on its domestic market, where it also recently inaugurated a 160 m2 store on Florence's prestigious Via degli Strozzi.


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