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LUISAVIAROMA.COM is a top online luxury fashion destination with 5.000.000 visitors per month and worldwide shipping.

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Menswear Q&A

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Andrea Panconesi of Luisa Via Roma on Becoming a Global E-tailer

Andrea Panconesi of Luisa Via Roma on Becoming a Global E-tailer

FLORENCE, Italy — Andrea Panconesi, chief executive of Luisa Via Roma, is the third apparel and accessories retailer in his family in as many generations and father to the fourth. His grandmother Luisa first opened the Luisa Via Roma store as a hat boutique in 1930. But tradition did not prevent the Florentine store from becoming an early adopter of e-commerce at the turn of the new millennium. Now, online sales comprise the lion’s share of the company’s revenues (men drive 45 percent of total revenue) and its website attracts about four million unique visitors per month, enjoying global recognition earned, in no small part, through its staging of the Firenze Forever festival, a fun and relaxed event, now in its ninth season, that attracts some of the world’s most influential menswear bloggers to shoot the store’s new collections in the three days immediately preceding Pitti Uomo.

BoF sat down with Andrea Panconesi, chief executive of Luisa Via Roma, to learn more.

BoF: How has Luisa Via Roma managed to maintain its unique DNA over the years while staying at the vanguard of fashion?

AP: It’s a long story because it’s a family story. It goes back four generations and it’s still a family business. This is the difference between us and our competitors. I believe we are the only one left in the world as a top quality designer e-commerce business that is totally private. All the other competitor companies are partnered with hedge funds or whatever; we are 100 percent private.

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