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june 08, 2018 - Il gufo

Il Gufo opens its first London store


7 June 2018 _ #ilgufo unveils its first London boutique in the heart of South Kensington.


The Italian children’s clothing brand continues its retail development strategy with the launch of its first London boutique at 313 Brompton Road.

Its collections for babies, boys and girls, as well as a range of accessories and shoes, are presented to clients in a space that epitomises the brand’s values and style.

Hornbeam and oak details permeate the décor, inspired by Nordic designs. The aim was to lighten up the space and create a welcoming, almost homely atmosphere, says Alessandra Chiavelli, #ilgufo CEO and force behind the retail strategy project. The store windows open inwards, allowing the space - through completely natural materials, made without glue or synthetic substances and regulated from the moment of manufacture through to their completion - to express a philosophy to which both children and nature are central.There are also numerous hand-made creations in store, like the large tree specially designed for the Milan and Paris boutiques that has been reproduced for the interiors of all new franchised stores.


This opening marks a milestone for Il Gufo’s international expansion, an aim that has always been key for the brand and one that is exemplified through their directly-managed storefronts in Milan, Rome, Treviso, Paris and New York. Aside from these, the brand also has boutiques in Moscow, Dubai and Kiev, managed in cooperation with important local partners.


Il Gufo is available in 45 countries, within 450 sales points.