Skechers announced on Thursday the opening of a new concept store on Milan’s Corso Buenos Aires, expanding its presence in the European market.

Spanning 294 square meters, the store is a re-imagination of mid-century design. Featuring LED lighting constructed from sustainable EU-manufactured biopolymer materials, the store houses Skechers’ extensive lifestyle footwear collections alongside dedicated sections for Skechers performance, apparel, and accessories. The store offers styles for every occasion, from fashion and sport to casual, work, and children’s collections.

“As the comfort technology company, Skechers has been a strategic retail player—establishing brick-and-mortar locations across a network of cities where we can interact with consumers around the world and convert millions into enthusiasts,” said Michael Greenberg, president of Skechers. 

“Italy has played a key role in our growth across Europe. We look forward to further building our business in this important market with this high-profile destination, one whose fashion trends, signature collections and innovative hands-free designs can connect with the tourists and locals who appreciate Milan’s reputation for style.”

The brand boasts over 40 retail locations in the country, including three additional stores in Milan. It is also supported by brand ambassadors such as football legend Fabio Cannavaro and celebrity chef Benedetta Parodi, strengthening its foothold in the country.

“Milan has long been known as one of Italy’s top destinations for tourism, fashion and culture—and our new store places us among the world’s most prominent brands in this vibrant city—right in the heart of Corso Buenos Aires, one of Europe’s longest shopping streets,” added Sergio Esposito, country manager of Skechers Italia. “Our close proximity to Milan Centrale and Lima metro stations will make our retail location a heavily-trafficked conduit for the tens of thousands who come to shop daily.”