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Lush to open its largest Italian store in Milan
The British brand specialised in fresh, handmade cosmetics will open on 5th November its largest store in Italy, at a 200 m² location in Milan's central Piazza Duomo.
The store boasts a 200 m² retail area, four times larger than the average Lush store in Italy, and will bring a whiff of London to Milan, since its interiors are inspired by those of Lush's largest store worldwide, the Oxford Street branch opened in April 2015.
This year Lush celebrates 18 years of business in Italy, and will do so by offering its Piazza Duomo customers an engaging shopping experience, inside a "multi-sensory environment embodying the future of our brand, distinctive for its wholly unconventional, rigorously fresh, handmade, 100% vegetarian products, created using fair trade raw materials that are strictly non animal-tested and self-preserving, thanks to innovative, unique formulations which allow us to substitute chemical preservatives with natural alternatives," stated Alessandro Andreanelli, Lush Italy's CEO.
The new Piazza Duomo store is Lush's 36th in Italy, confirming the brand's intention to expand by opening bigger shops at the heart of Italy's major cities.
Michele Serafini, Lush Italy’s CFO, commented: “The opening of this new flagship store [...] will provide the right impulse to reach the +35% growth objective we have set ourselves for the current fiscal year”.
The new store is a showcase of innovations, from the skincare section which is separate from the rest of the retail area, to the Hair Lab, a first for Italy, where consumers can try the brand's haircare treatments, to the section dedicated to the 'Gorilla Perfume' collection. The brand is also sensitive to sustainability, and the store's furniture is hand-crafted using wood recycled from old barns from the countryside near Milan.
Lush was founded 21 years ago in Poole (UK), and manufactures and sells fresh handmade cosmetics, including bath bombs, toothpaste and solid shampoo bars. Its products are available in 935 stores across 51 countries, and in 2014 the brand was awarded the 'Best in Business' prize at the UK's 'Observer Ethical Awards'. In 2015 it topped the customer service ranking in 'Which?' magazine's consumer survey.
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