MILAN — Bally is unveiling a new store concept in a new location on Via Montenapoleone in Milan.
This is part of a retail expansion that will also see the opening of stores in Paris and London, “key markets” for the brand, said Mario Grauso, operating partner, chief creative officer, and in charge of Bally‘s business operations.
In these cities, Bally is “currently identifying the right locations, with the objective of opening by the end of 2026 or early 2027 at the latest,” he said, adding that each new store and showroom will reflect this new visual identity, modeled after the Milan blueprint.
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Bally currently operates 112 stores globally across Asia; the Europe, Middle East and Africa regions, and in the U.S., alongside selective wholesale partnerships. “The focus is on refining the footprint, optimizing distribution and strengthening key locations,” said Grauso.
In 2019, a Bally flagship opened on the same street on the corner of Via Manzoni, now shuttered, and Grauso explained that the unit “no longer reflected how we wanted to present the brand today. While it was in a strong location, its multiple floors and layout did not create a truly immersive shopping experience.”
Now positioned on Via Montenapoleone 10, the new store was “conceived as a private walk-in closet, where the product is at the center and the experience feels more natural and intimate.”
Grauso developed the concept in close collaboration with Bally’s architectural teams, “with the objective of creating a space that reflects the brand, with a strong focus on accessories.”
The idea of “a gentleman’s wardrobe” was behind the store concept, “quiet, precise and intentional. Darker tones, black lacquer, velvet and black leather create an intimate atmosphere where material richness and architectural structure frame the product without distraction,” said Grauso.
Spanning over a selling space of 864 square feet, the boutique carries Bally’s collections of ready-to-wear, shoes, bags and accessories for both men and women.
The window features a large front-lit Bally logo positioned on a glossy black metal base, while a raised platform displays selected pieces on black metal shelving. A video screen mounted on a sliding rail within a chromed steel structure creates a visual threshold with the interior.
At the entrance, a full-height mirrored wall alongside the internal staircase connects the ground floor and mezzanine, amplifying the sense of space.
A carpet runs across the sales floor and along the internal staircase for spatial continuity, while velvet curtains frame the mezzanine and basement levels, introducing depth and tactility.
Furnishings are defined by the interplay of black metal and glass. Elements with glass shelving line the perimeter, adding lightness. At the center of the ground floor, an octagonal table in black lacquered wood anchors the space, paired with seating upholstered in black leather.
On the mezzanine level, fabrics and materials are further accented by a lacquered wood octagonal table, a velvet sofa coordinated with the surrounding drapery, and a cashier counter fully upholstered in black leather.
Grauso joined the company in February, reporting directly to Michael Reinstein, chairman and chief executive officer of investment firm Regent, which took control of Bally in August 2024 from JAB.
Grauso’s expertise in the industry is wide-ranging, as over the years he has held roles as president of Holt Renfrew, Vera Wang Group, Joe Fresh and Puig Fashion, parent of Carolina Herrera, Nina Ricci and Paco Rabanne.
The American executive also lists senior positions at Celine, Calvin Klein and Giorgio Armani earlier in his career.
After the departure of creative director Simone Bellotti, who joined Jil Sander in March last year, the brand is designed by its in-house team.
Bally is headquartered in Caslano, Switzerland, and was founded in 1851 by brothers Carl Franz and Fritz Bally.
In addition to the Swiss storied house, Regent’s fashion holdings comprise Escada and Club Monaco.