ITALY. Florida-based luxury travel leisurewear house Anatomie has partnered with Lagardère Travel Retail at Venice Marco Polo to open the brand’s first airport store.
Anatomie focuses on performance sportswear which is wrinkle-free, lightweight, packable and easy care. The brand has partnered with luxury specialty stores and hotels around the world for over a decade and is now focusing increasingly on travel retail.
Each customer receives a packing cube or backpack as a gift with purchase. Anatomie does not use tissue or paper bags, and all ziplocks are compostable.
The Lagardère Travel Retail store features travel pants fitted by VIP stylists, tailored functional jackets, and tops for layering. With six pieces weighing no more than 2.5lbs (1.13kgs), Anatomie places a focus on minimalist dressing and easy packing.
With a white box store layout, the new Anatomie shop offers rolled-up visible inventory, his and her closets, and pre-packed outfits across multiple sizes. An interactive fashion mirror allows passengers to take selfies or ‘wear’ an outfit virtually in a selected environment. A QR code is sent to the user for at home printing for vision boards or sharing on social media.
A large screen plays ‘Around the World in Anatomie’ movies, with a QR code landing to the www.anatomie.com website.
Anatomie CEO and Co-founder Kate Boyer said: “We cannot wait to launch. We have worked over a decade to listen and learn and finally be so good at what we do, while forever changing the way people think of dressing and packing.
“We are grateful to the Lagardère team for giving us this opportunity and hope this is the first of many around the world.”
Click here for a recent interview with Boyer by The Moodie Davitt Report Senior Editor Mark Lane. The interview was conducted in the lead up to the launch of Air-One, the world-first fully-operational hub for electric flying taxis and drones, in Coventry, UK earlier this year. Anatomie was one of several well-known brands sponsoring Urban Air Port’s pioneering vertiport infrastructure.
