Autry opens the first main store in London to be followed by Paris

Milan – Autry, brand sneakers rooted in ancient American aesthetic, appears for the first time in retail.

The shoe mark, which is famous for its hero’s sneakers, opens the first pioneer on Beak Street Street in London on Thursday. In the first half of 2025, it will also reveal a boutique in Paris.

The brand Sneaker, which in 2024, informed 120 million euros sales, along with the plan that was unveiled last year to open about 20 monos -stores in the middle of the period.

In March 2024, Capital Private Fund Fund got a 51 percent stake in the company in a deal that was linked to 300 million euros, as reported. The financial entity got the benefit of the majority of the making box in Italy, which is run by Quadrivio and Pambianco. The latter agreed to re -invest to maintain a 7 percent stake, while the remaining 42 percent is still owned by the Duru Foundation family. The Autry brand was established in 2019.

“We are on the right path with the original retail development plan, although the context is not easy,” said Roberta Beinglia, founder and CEO of Style Capital, in an exclusive interview.

She said: “London has always been a priority for the company, as well as Paris. Autry enhances a large -scale fingerprint (wholesale) in Italy, so we do not necessarily need to light awareness of the brand in our home country.”

The Executive Director confirmed that the Urban Brand of the Autry brand resonates well with London’s global position. The UK, the fifth largest market in e -commerce, said as a bridge for the United States.

The London Store, which is located in the heart of Soho, covers about 2,152 square feet and transportes a slightly sophisticated and industrial. The walls and floors are covered with granite stone, on board with the roof -plated roof.

A floating shelves system and steel shelves with a minimum hidden area, while bold decoration options add a touch of color. The large Klein Blue carpet with the Autry logo in the middle of the area, next to the Red Travertine show table, the combat of a red varnish and a blue version of the time sofa by Patricia Urquiola for B&b Italia. Roots of the stadium’s lighting system to the Autry sports roots.

On the occasion of the opening of The London Flagship, the brand drops an exclusive capsule collection consisting of a heavy -type shirt, shirts and a baseball hat that carries a copy of its interpretation of the Autry logo and the store address in the pink letters, in addition to a special edition of the distinctive medal shoes.

The pioneer in Paris is the next. “Opening them side by side allowed us to create two strongholds in two important cities for fashion,” Bengelia said.

Autry has already tested retail water with a group of stores in leading stores worldwide, including units in Rinascente in Milan and Rome; Galeries Lafayette in Paris; Hyunday and Lotte in Seoul, and Globus in Geneva.

E -commerce currently represents about 25 percent of total sales, but the CEO stressed the importance of retail to stimulate more growth. She stressed that organic development and expansion are very important, especially against the delightful expectations of fashion and luxury spending.

Italy remains the largest market for Autry and the country where its existence is more prevalent. Benaglia said that the company redistributed its distribution network to take advantage of the scarcity and maintain the brand mode.

“Autry works in a category of bread and butter from the market, with its iconic models.”

Since Style Capital captured the ownership of the majority, investments were made in building international awareness and appeal, for example by launching cooperation with artist Robert Broito during Art Basel last December and with Japanese designer Mihara Yasuhiro, as reported. Beneglia said that a new cooperation, to be revealed later this year, works in business, although it refused to reveal the details.

Looking at countries through e -commerce performance, France is ranked first, followed by Italy, Germany, the United States and the United Kingdom

The brand falsified deals with main retailers including SAKS, Nordstrom and Bloomingdale’s, among others. “We have come close to the country three seasons with a local agency … there is still a lot to do,” Bengelia said, stressing that the focus is still on uniting the major European region.

When asked about the customs tariff, it looked careful, saying that Autry had no manufacturing in China, a great addition to the company.

Despite the step, the organic approach to the growth adopted under the supervision of Benaglia and Style Capital, Autry moves quickly. The brand recently took control of its South Korean operations, which was dealing with a former local partner, and opened a subsidiary in the country, the establishment of a joint venture in Japan that will own the majority.

“We want to be directly in all markets that we believe can lay strategic foundations for the future of the brand.”

The Autry has started dealing with the Chinese market over the past three seasons and not unlike the United States, the Asian giant requires a deliberate strategy.

She said: “We do not have immediate retail plans there, but to build on the distribution of the small and carefully suitable sentence.” “The fact that we currently have a little exposure to this market has maintained the impact of the slowdown in spending there.”

In order to reduce Utre’s dependence on its heroic sports shoes and meet the needs of a broader audience, especially new patterns, new patterns have been presented in the past 12 months, including the 1960s and excessive winds targeted by females and consumers of fashion, respectively.

Benaglia sales are expected in 2025 to 140 million euros, “healthy growth in a volatile market we believe will be inappropriate to be exposed to brand.”