Florence

FlorenceFlorence is regarded by some as the birthplace and earliest center of the modern fashion industry in Italy. The Florentine “soirées” of the early 1950s organized by Giovanni Battista Giorgini were events where several now-famous Italian designers participated in group shows and first attracted international attention. The city has served as the home of the Italian fashion company Salvatore Ferragamo since 1928. Gucci, Roberto Cavalli and Emilio Pucci are also headquartered in Florence. Other major players in the fashion industry such as Prada and Chanel have large offices and stores in Florence or its outskirts.

The city hosts Italy’s only museum entirely dedicated to the history of fashion (La Galleria del Costume), with examples of the work of many famous national and international designers such as Valentino, Giorgio Armani, Gianni Versace, Emilio Pucci, Ottavio Missoni and Yves Saint Laurent.

Every year in Florence one of the most prestigious and important fashion events on the international scene takes place:  Pitti Immagine hosts thousands of exhibitors, fashion shows and conferences with the most important national and international designers.  
Florence is also famous for its leather goods, with its many artisan workshops in the city centre as well as production at an industrial level (about 15% of Italy’s leather goods factories are located in Florence).

The province of Florence offers some 215,000 sqm of floor space across 14 schemes, with some 500 shops. The density stands at 216 sqm per1,000 inhabitants, below the national average (250 sqm per 1,000 inhabitants). Firenze is home to one of the first large shopping centre built in the country (I Gigli), to the first luxury outlet centre built in Italy (The Mall) and, last but not least, Mc Arthur Glen’s Barberino Designer Outlet, 35km from Florence city centre.

 

The main retail area is represented by a cluster of streets: Via De’ Tornabuoni, Via Strozzi, Via De’ Calzaiuoli, Via Calimala, Via Roma and Via De’ Cerretani.   Via De’ Tornabuoni and Via Strozzi are streets surrounding “Palazzo Strozzi” and represent the luxury/up-market shopping area. They comprise about 70 units, dominated by designer fashion retailers, with over half being national retailers, whilst international operators account for approximately 10%.

The main mid-upper locations run along the following parallel streets from the Piazza del Duomo area to Piazza della Signoria, which then converge and lead towards the famous Ponte Vecchio: Via De’ Calzaiuoli, Via Calimala, Via Roma and Via De’ Cerretani. This cluster of streets comprises about 150 shops, with a good representation of national and international multiple retailers.

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VIA DE’ TORNABUONI: 43.770925, 11.251376
VIA STROZZI: 43.771504, 11.252465
VIA DE’ CALZAIUOLI: 43.770108, 11.255350
VIA CALIMALA AND VIA ROMA: 43.770386, 11.254394
VIA DE’ CERRETANI: 43.773434, 11.254260
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VIA DE’ TORNABUONI


Via De’ Tornabuoni represents the luxury market location; it runs for about 300 meters and comprises in excess of 50 shops dominated by top luxury fashion brands. The main brands represented here are Tod’s, Hogan, Allegri, Max Mara, Bulgari, Giorgio Armani, Damiani, Salvatore Ferragamo, Emilio Pucci, Ermenegildo Zegna, Sergio Rossi, Pomellato, Roberto Cavalli, Prada, Gucci, Les Copains, Dior, Burberry, Tiffany & Co., Hermès, Tommy Hilfiger, Il Gufo and Anne Fontaine.
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VIA STROZZI


Via Strozzi is a short street perpendicular to Via De’ Tornabuoni and adjacent to Piazza Strozzi comprising some 15 shops dominated by national fashion brands such as Bottega Veneta, La Perla Uomo, Dolce & Gabbana, Fendi, Luisa Spagnoli, Ferrari Store, Patrizia Pepe, Paul & Shark, plus Cartier, Louis Vuitton, Falconeri and Emporio Armani (on Piazza Strozzi).
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VIA DE’ CALZAIUOLI


Via De’ Calzaiuoli is a pedestrian street which runs from Piazza della Signoria to Piazza del Duomo for some 250 meters. It represents a mid-upper market location and comprises over 70 shops, with domestic operators accounting for about a third. The main brands on the street are Frey Wille, Disney Store, Pineider, Kiko, Playlife, Solaris, Intimissimi, Coccinelle, Luisa Spagnoli and Coin department store.
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VIA CALIMALA AND VIA ROMA


Via Calimala and Via Roma are consecutive streets, parallel to Via Calzaiuoli, running for some 250 meters. They represent mid-upper market locations and comprise about 50 shops, with the main retailers being Miu Miu, Miss Sixty, Gucci, Fratelli Rossetti, Pinko, Murphy & Nye, Liu.Jo, La Rinascente department store, Puma and Zara.
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VIA DE’ CERRETANI


Via De’ Cerretani, running for nearly 200 meters from Piazza Duomo westward, is a mid market location. This street comprises some 35 shops, mainly dominated by national multiple operators. Main retailers are Accessorize, Timberland, Promod, Motivi, Mandarina Duck, UCB and Sisley.

MARKET OVERVIEW
KEY AREAS / STREETS/SHOPPING CENTERSConsumer ProfileMAJOR RETAILERS PRESENTTYPICAL RENT FOR UNIT OF 200 SQM (€/SQM/YEAR)* RANGE OF UNIT SIZES (SQM)**
Via Tornabuoni Luxury high street Tod’s, Hogan, Allegri, Max Mara, Bulgari, Giorgio Armani, Damiani, Salvatore Ferragamo, Emilio Pucci, Ermenegildo Zegna, Sergio Rossi, Pomellato, Roberto Cavalli, Prada, Gucci, Les Copains, Dior, Burberry, Tiffany & Co., Hermès, Tommy Hilfiger, Il Gufo, Anne Fontaine2,400 - 2,60050-150
Via StrozziLuxury brands Bottega Veneta, La Perla Uomo, Dolce & Gabbana, Fendi, Luisa Spagnoli, Ferrari Store, Patrizia Pepe, Paul & Shark, Cartier, Louis Vuitton, Emporio Armani, Falconeri2,800 - 3,000100-200
Via De’ CalzaiuoliMid-upper marketFrey Wille, Disney Store, Pineider, Kiko, Playlife, Solaris, Intimissimi, Coccinelle, Luisa Spagnoli, Foot Locker, L’Occitane, Max & Co.3,000 - 3,200150-250
Via RomaMid-upper market Gucci, Pinko, Miss Sixty, Miu Miu, Fratelli Rossetti, Massimo Dutti3,000 - 3,500150-250
Via CalimalaMid-upper market Rucoline, Zara, Geox, Puma, Liu.Jo, Murphy & Nye, Roy Rogers2,800 - 3,000150-250
Via De’ CerretaniMid-market locationAccessorize, Timberland, Golden Point, Bijou Brigitte, Intimissimi, Motivi, Mandarina Duck, UCB, Sisley1,300-1,600150-250

Data as of August 2012. *Please note that rents vary greatly according to the position on the street, the size of the shop, and the internal layout, as well as the number of windows facing the street. Rents quoted assume a new open market lease with no additional key money element. **General indication of the existing range of unit size.

Within the centre of Florence, most of the food and beverage industry is represented by traditional formats (bars, local restaurants, bakeries, etc.). Consumers during the day are generally tourists or workers. A number of food operators in the centre of Florence include: Rossopomodoro (not far from the railway Station Santa Maria Novella), Grom (close to piazza Duomo), Mc Donald’s (at the railway Station Santa Maria Novella and other city centre locations), Hard Rock Cafè (close to piazza Duomo), Burger King (close to the railway Station Santa Maria Novella), Spizzico (at the railway Station Santa Maria Novella), Pastarito (close to the railway Station Santa Maria Novella). Hard Rock Cafè has opened in Piazza Repubblica (close to piazza Duomo).

The gourmet grocer Eataly will be opening by spring 2013 in the former Martelli bookstore (1,500 sqm), within a mid XIX century building located in the very heart of the city centre near the Duomo. This innovative integrated format (restaurants, food market and education, all rolled into one) has already opened in Turin, Genova, Milan, Rome, Bologna, Bari (end 2012) and also in New York and Tokyo.

Rents in the City Centre vary greatly according to the position on the street, the size of the shop and the internal layout, as well as the number of windows facing the street.

Within the major shopping centres, located out-of-town, the traditional anchor represented by the hypermarket is complementary to a far wider merchandising and leisure mix, with food courts and catering operators playing an increasingly important role in attracting and prolonging visitors stays. Within the larger schemes, the major brands such as Old Wild West, Autogrill, McDonald’s, Spizzico, Roadhouse Grill, Brek, Martin Pescatore, Il Torracchione, Ca’Puccino, Fini restaurant, Rossosapore are to be found.

MARKET OVERVIEW
KEY AREASCONSUMER PROFILEFOOD & BEVERAGE OPERATORS INCLUDINGRENT FOR 350 SQM UNIT
Historic Center Mainly tourists and workers Rossopomodoro, Grom, Mc Donald’s, Burger King, Hard Rock Cafè, Burger King, Spizzico, Pastarito Eataly (next opening) N/A

Data as of August 2012