Malloni expands its offering and strengthens retail development in Italy. The Marche-based group has launched MLO, the second line of the eponymous brand, created for a younger target clientele. In parallel, it has launched a growth plan starting in Milan. The first step is the rebranding of the Milanese store, opened in February 2024 and located in the heart of Brera, at number 9 of via Ponte Vetero, Milano. The store has been dedicated exclusively to Malloni and MLO.
Two new openings have also been scheduled in the Italian territory by the second half of 2025, including the cities of Rome and Verona. The expansion will continue in 2026 with three more openings, one of which will be in Europe. The openings will be added to the 20 active direct stores of the brand's distribution network.
“Among the company’s objectives, there is a clear desire to exceed the 70% share currently represented by retail. Today, Malloni has distributors in Germany, Russia, and England, and aims for strong consolidation. In addition to Europe, we aim to be present in the United States, Korea, and China,” explained CEO Fabio Malloni.
The new collection combines daywear and eveningwear proposals in versatile and sophisticated garments, designed for every moment of the day and aimed at authentic, enterprising women who are proud of their uniqueness. Each one tells the story of the strength and personality of the person wearing it.
The proposal experiments with a variety of fabrics, materials, and elaborate textures that meet like brush strokes on a canvas, combining feminine elements with sporty and masculine details. The abstract prints are inspired by the evocative power of nature, between green, grey, and brown nuances. Lightness blends with materiality, maintaining a common thread of elegance and refinement that highlights the brand's recognisable style.
MLO goes beyond fashion clichés, reinterpreting Made in Italy with an international touch. Asymmetries, altered proportions and contrasts between materials combine innovatively, giving life to garments that are not just clothes, but true expressive experiences.
About
The history of the Malloni group begins in the late 1950s in a small shoe workshop in the heart of central Italy, more precisely in the Marche region. Over the course of three generations, the Malloni family has created fashion design projects in which research and craftsmanship blend into an inseparable unicum. The experience gained in the design and production of handmade footwear and accessories has allowed the creation of Inline, a group of sans and designers united by a single desire: to create unique and timeless objects.
Boutiques
> Boutique Firenze @ via De' Tosinghi, 14/r 50123 > +39 055 2887008 > e-mail
> Boutique Milano @ via Ponte Vetero, 9/r - 20121 > +39 0292 958377 > e-mail
> Boutique Roma @ via Bocca di Lon, 34 - 00187 > +39 06 699 250 60 > e-mail
> Boutique Varese @ via Francesco del Cairo, 2 - 21100 > +39 0332 188 0550 > e-mail
> Boutique Venezia @ S. Marco - Frezzeria civ. 1160 - 30100 > +39 041 52 02 115 > e-mail
B2B Sales Campaign Milan FW25 @ via Carlo Botta 8 - 20135
Jan 20 to Mar 14, 2025
> Sales Contact > +39 349 824 43 74
> Malloni Mini-site
> Website
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