MILAN – Bally presents a new store concept in a new location on Via Montenapoleone in Milan.
This is part of a retail expansion that will also see the opening of stores in Paris and London, “key markets” for cha, said Mario Grauso, operating partner, chief creative officer, and overseeing Bally’s business operations.
In these cities, Bally “is currently identifying the right locations, with the aim of opening at the end of 2026 or the beginning of 2027 at the latest,” he said, adding that each new store and showroom will display this new identity, organized according to the plan of Milan.
Bally currently operates 112 stores worldwide across Asia; Europe, the Middle East and Africa, and the US, as well as special sales partnerships. “The focus is on improving footfall, improving distribution and strengthening key areas,” Grauso said.
In 2019, a Bally store was opened in the same street on the corner of Via Manzoni, which has since been closed, and Grauso explained that the unit “no longer reflects the way we want to present this brand today.
Currently located at Via Montenapoleone 10, the new store is “conceived as a private place to walk, where the product is at the center and the experience feels natural and intimate.”
Grauso developed the concept in close collaboration with Bally’s design teams, “with the aim of creating a space that reflects the brand, with a strong focus on accessories.”
The concept of “gentlemen’s clothing” was behind the concept of the store, “quiet, precise and determined. Dark tones, black lacquer, velvet and black leather create an intimate atmosphere where the richness of the material and the architectural structure place the product without interruption,” said Grauso.
Occupying a retail space of 864 square meters, the store features Bally’s collection of ready-to-wear, shoes, bags and accessories for men and women.
The new Bally store in Milan.
The window features a large front-lit Bally sign set on a polished metal base, while a raised shelf displays selected pieces on a black metal shelf. A video screen mounted on a sliding rail inside the chromed steel structure makes for a great view inside.
At the entrance, a full-length mirrored wall near the internal staircase connects the ground floor with the mezzanine, enhancing the sense of space.
Carpet runs on the sales floor and internal stairs for continuity of space, while velvet curtains frame the mezzanine and lower levels, creating depth and sophistication.
Materials are defined by the combination of black metal and glass. Objects with glass lenses move the edge, adding lightness. In the middle of the ground floor, a table with two sides in black lacquered wood anchors the space, combined with chairs made of black leather.
On the mezzanine level, fabrics and accessories are further enhanced by an octagonal wooden table, a velvet sofa coordinated with the surrounding drapery, and a cashier’s desk fully upholstered in black leather.
Grauso joined the company in February, reporting directly to Michael Reinstein, chairman and chief executive of investment firm Regent, which took control of Bally in August 2024 from JAB.
Grauso’s expertise in the industry is extensive, having over the years been the president of Holt Renfrew, the Vera Wang Group, Joe Fresh and Puig Fashion, the parent of Carolina Herrera, Nina Ricci and Paco Rabanne.
The American director also listed high positions at Celine, Calvin Klein and Giorgio Armani earlier in his career.
After the departure of creative director Simone Bellotti, who joined Jil Sander in March last year, the brand was created by its in-house team.
Bally is headquartered in Caslano, Switzerland, and was founded in 1851 by brothers Carl Franz and Fritz Bally.
In addition to the Swiss boutique, Regent’s fashion properties include Escada and Club Monaco.
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