Doucal's turbocharges retail, eyes US for wholesale expansion

Fashion Network

5 days ago

Doucal's, the Italian luxury footwear brand founded in 1973, plans to expand its retail network, which currently includes three mono-brand stores (in Milan, Paris, and Doha). The label also recently opened a franchise store in Moscow, at Gum, in partnership with a local affiliate.
"Following our expansion in Moscow, our next target is the Middle East, a very dynamic market at the moment, where we will continue to collaborate with partners. We plan to open a boutique in Istanbul by the end of this year, followed by a store in Ankara in 2026; within the same region, we are also considering expansion to Beirut and further development in Doha," Gianni Giannini, CEO and Creative Director of the brand, told FashionNetwork.com. "Additionally, we are considering upgrading our current boutique on Via Gesù in Milan to a larger space, while remaining within the Quadrilateral."
In the direct-to-consumer sector, the company is experiencing significant success with its e-commerce platform, which experienced 50% growth in both 2024 and the first six months of this year. "Given that our platform is not yet fully global, there remains a lot of potential for growth," said the entrepreneur.
The brand is also focused on enhancing its wholesale channels, with particular attention directed towards the US: "The US market is complex and one that we have studied extensively. We are approaching it with a strategic organisational and distribution plan. This August, we will participate in the Chicago Collective fair and have representation in a multi-brand showroom in New York, where Doucal's will be the sole footwear brand," Giannini continues. "There are significant opportunities here: during challenging economic times, retailers seek novel offerings for their clientele, and we are positioning ourselves to be recognised as a leading option."
The CEO expressed satisfaction with the brand's financial performance in 2024, which concluded with single-digit growth despite the challenging economic climate, bolstered in part by the strength of its women's collection, which is expanding its range and distribution. Doucal's employs approximately 120 people and generates 70% of its revenue from international markets, with Northern Europe—led by Germany—and the Middle East serving as primary market regions.
The Doucal's collection for S/S 2026, titled Terre du Dèsert, draws inspiration from a journey across Italian deserts—enchanting territories sculpted by wind and tranquillity—such as the Murgia in Apulia, the Accona Desert in Tuscany, the rugged landscapes of the Marche, and the sun-drenched expanses of Sardinia and Sicily.
The brand's designs feature considered proportions and textured materials, with a palette that transitions from sandy tones to its luminous Horizon Blue, a natural colour that evokes the horizon's depth and the promise of a serene oasis. Among the highlights of the upcoming summer collection is the Norwich loafer, distinguished by its tapered silhouette and semi-square toe, crafted with Soft Blake construction and lined in soft suede with a velvety texture.
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