New store concept blends modern and innovative style with elegance and sophistication
TruTrussardi, the highly classy Italian brand, recently opened its concept store at Dubai's latest fashion destination, the Dubai Mall. The store concept blends modern and innovative style with elegance and sophistication, producing a unique and glamorous experience for consumers browsing the store.
Tru Trussardi is a worldwide established brand with more than 110 stores in the world - 41 in the Italian market and 69 abroad - and more than 200 shops in shops in Italy and overseas. In this ongoing and dynamic growth, Dubai represents a strategic move. The solid partnership with Belbadi Fashion Group is a remarkable step aimed to accelerate the expansion plan in the local area. Since 2000, when the first Trussardi Jeans corner was opened at Wafi Shopping Mall (later on turned in Tru Trussardi mono brand store) the company has expanded and strengthened the collaboration with Belbadi Group, by opening brand new Tru Trussardi stores in Mercato, Deira City Centre, Festival City and Dubai Mall.
Alongside, the partnership with Belbadi has strongly carried away with the opening of Trussardi Jeans corner in Galleries Lafayette department store at Dubai Mall. The retail company development is still ongoing with another Tru Trussardi mono brand store to be unveiled at Burjuman Shopping Mall next season - Fall/ Winter 2009/10.
The history of Trussardi begins in Bergamo in 1911, when Dante Trussardi starts producing and distributing luxury gloves internationally. Thanks to the innovative ways of working leather and to the careful selection of best raw materials, the company rapidly expanded and became synonymous of high quality and elegance. At the end of 1960s, Nicola Trussardi entered the group and made his first attempt in the accessories and high-end apparel sector. In 1973, the group gave birth to the greyhound logo, a symbol of elegance and agility, representing Trussardi's style, known for its sophistication, strong personality, innovation and modernity.
Since then, the brand has expanded worldwide and entered many markets, positioning as a premium luxury apparel brand, opening stores in the most important cities. Throughout these decades, Trussardi set many records, taking up on new activities such as, art and culture. In 1986, the company launched the first casual and leisure wear line - Trussardi Jeans - moving into the high-end sportswear segment. Yet, it is in 2005, that the company puts his final landmark, establishing the brand new line Tru Trussardi and definitely positioning in the urban well wear segment.
Tru Trussardi gives also the name to the monobrand stores where Tru Trussardi and Trussardi Jeans lines are sold. The new line Tru Trussardi was conceived as highly classy and sophisticated man and woman total look collections. From the house brand Trussardi, Tru Trussardi takes on the typically elegant and chic style to make it own into a newly informal and urban well wear context. If comfort and elegance are the drivers of the Tru Trussardi collections, it is the concept of metropolis to lay the platform for the brand's full expression. The dynamic movement in the space, the complex network of relations, identifying the reality of a modern city, are the key concepts for the brand.
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© Press Release 2009
