Armani comes to former Romarta location in November

Armani fashion house has already set the date - November 15th for the opening of its first luxury boutique Emporio Armani on Calea Victoriei in Bucharest, which it will manage via Alsa Boutiques, the biggest retailer on this segment in Romania. "Negotiations with Armani took two years. It was an extensive process because we had to find the perfect location, then the appropriate lines for the market. We chose Emporio Armani, which accounts for 60% of the Armani group's portfolio because it covers a very wide range of clientele as far as age and social position are concerned," Daniel Rosner, general manager of Alsa Boutiques, told ZF. Alsa Boutiques holds the franchises for MaxMara, Ermenegildo Zegna, Pal Zileri, Marella and Coccinelle. The 300 square-metre area that will accommodate Emporio Armani, belonged to Romarta, one of the last symbols of communist trade, which ten years ago was partitioned into smaller areas of between 50 and 500 square metres on Calea Victoriei. Up until 2008 the same space accommodated the Phylosophy furniture store, also held by Armani. The new store will sell the women and men's clothing line, as well as the lingerie, accessories, jewellery, and watches lines.