Are you an international brand looking to open a store in Italy? The Italian market is attracting more and more global companies, but to succeed you need to understand local regulations and adopt the right strategy. We interviewed Aalrik van Straten, founder of Aviesse Retail, a member of the French Chamber of Commerce in Milan (CCI) and Confimpresa, specializing in supporting international companies in their retail development in Italy.

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Why are international brands so interested in the Italian market?

Italy is a highly attractive market: it is strategically located in Europe and has unique dynamics. In recent years, proximity formats have grown, and Italian consumers have become increasingly focused on quality and authenticity. International brands, especially in fashion, food, and hospitality, align well with these expectations. However, to succeed, they must adapt their concept to the specificities of each Italian region.

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What are the main steps to open a store in Italy?

The first step is to set up a local entity and establish an appropriate legal and tax structure. Then, you need to find the right location: some urban areas are undergoing strong redevelopment, while certain shopping centers remain key strategic hubs. Finally, recruitment and compliance with local regulations are essential, as these can vary significantly by sector – fashion, food, hospitality, and more.

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How does Aviesse Retail support international companies?

We provide support at different levels:

• As project managers, we coordinate all the phases: setting up the company, finding fiscal and legal partners, and handling administrative management.

• We can also manage the opening of one or more stores, taking care of location search, negotiations, recruitment, and regulatory compliance. This is exactly what we did with FootKorner in Naples and SSP in Milan and Rome.

• For some brands, we offer full operational management: we become their point of reference in Italy, from marketing strategy to the operational management of their stores.

• For franchising brands, such as Dreams Donuts, Swixim International, or Milano Cosmetics, they did not need to create a local structure: we handle 100% of the business and its development in Italy. From both a fiscal and operational standpoint, this is a major opportunity for international franchises aiming to expand in Italy.

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Can you give us a concrete example?

We recently assisted FootKorner with the opening of their store in Naples, inside the Campania shopping center. We handled the entire process, from location selection to the official opening, allowing the client to focus on their core business.

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What are the main challenges for an international brand entering the Italian market?

The first challenge is anticipating timelines and local regulations. Then, there is the need for adaptability: Northern and Southern Italy have different consumer habits, and younger generations are particularly focused on sustainability and the shopping experience. Lastly, it is essential to work with an experienced local partner, as each phase – from lease signing to store opening – requires specific expertise.

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What is the most important advice you would give to someone wanting to open a store in Italy?

Testing the market with a pop-up, a corner, or even a directly operated store (in the case of franchising) is often a smart first step. And above all, don’t try to do everything alone: having a solid local partner saves time, prevents costly mistakes, and accelerates your market entry.

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Italy offers concrete opportunities for international brands, provided they approach the market with a structured plan and the right local support.

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Aalrik van Straten – Founder, Aviesse Retail | Corporate Client Advisor