Luisa Via Roma

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Industry Clothing retail, luxury fashion
Founded 2000
Headquarters Florence, Italy
Key people
Andrea Panconesi, CEO and founder[1]
Products Designer clothes, Shoes, Bags, Accessories,

LUISAVIAROMA is a retailer of the luxury market,[2] which sells women's, men's, and children’s clothing, shoes and accessories. Its headquarters are in Florence, Italy.[3]


In 1930, Frenchwoman Luisa Jaquin opened a small hat boutique on via Roma in Florence. Her husband slowly expanded the store by adding clothes, and built his own factory to produce them. While still in college, Andrea Panconesi, their grandson, became the visual merchandiser and flew to Paris on his first buying trip. In 1968 while in Paris, Andrea meet Japanese designer Kenzo and became the first store in Europe to carry his label Kenzo. From that point onwards, Andrea Panconesi has led Luisa Via Roma.[4][5]

LUISAVIAROMA.COM was created to give select clients the ability to shop the concept store on-line. The website was highly exclusive for the first 3–4 years.[5][6][7]

The site was re-styled in 2004 and opened to all web users in English. The website was later translated into Italian, German, Chinese, Russian, French and Spanish in an effort to expand in growing markets and adopt targeted marketing strategies.[4][7]

The original store on Via Roma in Florence was renovated in 2008 using eco-conscious principles. The design also incorporated interactive screens and a restaurant on the top floor.[7][8]

The seasonal Buy it First project was later launched, offering clients the possibility to buy directly from the runway shows. [9]


In the early 2000s, the concept store began arranging communication events with companies such as Nokia, FIAT, Puma, Adidas, Missoni, Lacoste, Levi’s, TIM and Coca-Cola. LUISAVIAROMA’s starting point has always been the true belief that clients look for experiences and not only for more products.[4][7]

To celebrate 10 years of on-line activity, “FIRENZE4EVER…It’s Magic!” was held for the first time. The three-day event invited 40 fashion bloggers from around the world to take part in “Style Labs” where they created multi brand looks and photo shoots.[4][5][10]

The event has since been repeated twice a year at the launch of each new fashion season. Each edition features a different theme, unique guest list and live entertainment.[11][12]


Some of the over 600 designer collections are: Balmain, Burberry, Stella McCartney, Alexander McQueen, Rick Owens, Chloé, Dior Homme, Dolce & Gabbana, DSquared², Lanvin, Marc Jacobs, Emilio Pucci, Fendi, Jil Sander, Mulberry, Stephen Webster, Jimmy Choo, Christian Louboutin, Moncler, Saint Laurent Paris etc. [13]


All orders are dispatched from the warehouse in Florence Italy.