In 1972, with the approach of ready to wear fashion and the birth of important luxury brands, begins the business venture of Tony Magenta boutique, driven by Flaminio Soncini, bright and creative young man with strong business-oriented skills.

In 1973 a concept store with a futuristic feel opens at Pusterla street, in the small town of Magenta, a mix and match of different but complementary “ingredients”, such as clothing and beauty, in a design environment combining black lacquer and shiny steel details.

Between 1976 and the beginning of the 21st century, on the backdrop of two beautiful villas, Villa Crivelli in Via Mazzini and Villa Melzi in Via Roma, are opened successively several retail stores, all personalized and well diversified in both commercial offer and furnishings, always of high design.
“Tony Boutique Woman”, “Tony Boutique Man”, “Pink Island”, “Tony Junior”, “Tony Baby”, “Tony Hairstyle”, “Emporio Armani”, “Kookai”, “Tony Accessories” opened in those years, then followed by “L’Altro Tony” (The other Tony), in most recent times.
a boutique with Japanese-style furnishings made of concrete and iron. In this space, a discerning clientele may enjoy a memorable shopping experience with the best Italian and international brands, a beauty center for some pampering, and a small cafeteria-corner to relax waiting for tailoring services….. surrounded by a tropical garden.

In 2006, following the evolution of doing business, Flaminio Soncini decides to group his luxury retail operations in one room, in a 1000 square meter space whit a highly diversified range of products, from apparels to accessories (handbags, shoes, watches, sun-glasses) from furniture to cosmetic products (with a hairdresser), from food to design objects, in a rich and stimulating environment tailored for a clientele searching for new emotions .
In this innovative context will be then set the scene for the big event held on June 2008 with the grand opening of “Tony Magenta” boutique.

Flaminio Soncini’s business-oriented range of interests includes the organizations of successful events, art exhibitions and fashion shows held at “Tony Magenta” premises; while, as a citizen, he pays much attention to social issues and is active and “engaged” in the affairs of his community, further to sponsoring the “Tony Magenta” local basket team.
He also founded, with a team of renowned researchers, an organization for medical research for charitable purposes. (AIDS)
Soncini Flaminio in 2000 was among the founders of the Italian Chamber Fashion Buyers which he became the first president and currently occupies the position of Honorary President.