Woolrich redesigned its Munich mono-brand store, in line with a corporate design that was developed for its European flagship store on the Corso Venezia in Milan. The theme of the new design, “American Soul,” is part of Woolrich's new international growth strategy. The design of the store was developed by Wonderwall, a well-known Japanese design office. Like the experiential store in Milan, the one in Munich has an area where customers can customize products with individual embroideries. Woolrich Europe, whose sales reportedly grew by 12 percent to €139 million in 2017, is planning to open a similar store in October in Rome, occupying 200 square meters in the centrally located via del Babuino. A Woolrich store on 150 sqm is also in the pipeline in the Austrian resort of Kitzbühel, joining the mountain resort stores in Cortina d'Ampezzo and Courmayeur.

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