The Italian hat maker that produced Humphrey Bogart’s fedora in Casablanca is pushing into mainland China as the 169-year-old company holds out hope of growth in the struggling luxury market.
Milan-based Borsalino, Italy’s oldest luxury hat maker, plans to open an outlet in one of Shanghai’s biggest high-end shopping centres this summer after it started a pop-up store this month. It aims to open four more shops in China by the end of the year, compared with 20 it currently operates globally.
“We feel now is the right moment to approach the market,” said chief executive Mauro Baglietto, stressing China was “a very important market” that “needs an approach that is more disciplined than in the past”.
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