Tod’s, the renowned fashion brand, is stepping into a fresh era with the recent appointment of Creative Director Matteo Tamburini. This shift in leadership is mirrored by the revitalization of Tod’s iconic Manhattan flagship store at 650 Madison, offering a glimpse into the brand’s future.
In an exclusive interview with FashionNetwork.com, Roberto Lorenzini, CEO of Tod’s Group Americas, discussed the brand’s strategic retail direction and highlighted the sought-after My Di bag.
The two-decade-old flagship underwent a transformative makeover to showcase Tod’s expanding product line. Lorenzini explained that the goal was to create an elegant, modern atmosphere with an open concept, providing a comprehensive view of Tod’s lifestyle. The redesign prominently features ready-to-wear, bags, and the brand’s core category—shoes.
Italian elegance and modernity define the 2400-square-foot space, emphasizing the country’s renowned craftsmanship. Expansive windows, white travertine marble floors, and naturally tanned leather walls set the stage for a curated selection of vintage furniture, including pieces by Angelo Mangiarotti and Corrado Corradi dell’Acqua.
Lorenzini emphasized the alignment of luxurious materials in the store design with Tod’s signature materials and the Italian lifestyle. This design scheme, inaugurated on Madison Avenue, may set the tone for future locations, creating a cohesive aesthetic.
Bookshelf-style display cases allow for a holistic presentation of Tod’s merchandise, including ready-to-wear, shoes, and handbags. Notably, the New York store introduces an exclusive service dedicated to the iconic My Di bag, offering customization options that pay homage to its royal history and cater to modern celebrities.
«The My Di bag customization service allows clients to personalize their own Di bag with leather colors, monogrammed initials, and special lettering. Each customized My Di bag will have a digital product passport, ensuring authenticity and providing insights into the product’s origin, craftsmanship, and journey,» confirmed Lorenzini.
Set to open with the 2023 holiday collection, the store promises an immersive experience with men’s and women’s ready-to-wear, accessories, and footwear, including iconic pieces like the Gommino driving shoes and T Timeless collection.
The official opening celebration, coinciding with NYFW in February, will showcase the Spring 2024 collection. Simultaneously, Tod’s Group’s Roger Vivier brand aims to unveil its upgraded store on East 60th Street.
Lorenzini hinted at more projects in 2024, both in retail and wholesale, with a focus on Tod’s Italian heritage and commitment to craftsmanship. The brand is actively exploring locations in downtown New York, such as Soho and the Meatpacking District, as well as considering expansion to the West Coast and Southeast regions.
«Building on the momentum of 2023, we will expand our wholesale distribution in our main category—shoes—while accelerating the growth of the handbag category, which has shown significant promise in recent years,» noted Lorenzini, outlining Tod’s ambitious vision for the future.
Stay tuned for Tod’s exciting journey, blending heritage with innovation, as it unfolds in iconic locations and exclusive offerings.
