On 13th November Ralph Lauren opened its first European Polo store in Rome. The opening is part of the brand's new strategy of clearly segmenting its offering, distinguishing between its premium collections and the more commercial Polo Ralph Lauren line. Polo is set to become one of the growth vectors for the US fashion group.

The fa?ade of the Polo Ralph Lauren store in Rome

The store extends over 465 m2 on two levels, and is located on the corner between Via del Corso and Via Frattina. The ambience is inspired by Americana. Wood used in boathouses typical of the Adirondacks mountains combines with the signature brick masonry of New York lofts. The store features all of the Polo menswear collections, including the new Polo Sport line.

A second Polo Ralph Lauren store is set to open in London in the summer. The flagship will be located on Regent Street.

Polo Ralph Lauren operates about fifteen stores in the USA, Latin America, Asia, the Middle East and Eastern Europe. Eight of these stores are directly-owned.
 

By  Dominique Muret