Italian fashion brand Camicissima, owned by Fenicia SpA, is eyeing international travel retail expansion following its success in domestic markets worldwide and development at Italian airports.

The brand, which offers shirts and a selection of other clothing and accessories, operates 11 mono-brand stores at airports in Italy. It opened its first outlets in 2009 at Milan Malpensa, Venice and Florence, before opening further doors at Rome Fiumicino, Milan Linate, Verona, Pisa, Milan Malpensa and Turin airports.


Rapid expansion: Camicissima hopes to achieve 60% of its sales overseas by 2020

Camicissima said its “classic, structured and easy-to-wear style” has helped it establish a strong presence in more than 18 domestic markets worldwide, including China, where it has more than 90 stores. By 2020, the company aims to achieve 60% of its sales overseas.

Fenicia SpA CEO Fabio Candido said: “The high quality of our products is reflected in the rapid expansion of the Camicissima brand in domestic markets worldwide. In 2015, only 20% of our sales were overseas, but we are targeting 60% overseas business by 2020 and travel retail, with its global shop window effect, is an important part of that development.


The brand offers “casual-chic” and “upmarket, refined” styles

“We look forward to discussing with operators how Camicissima can enhance their offer to travellers and bring Italian elegance at affordable prices into the travel retail environment.”


Camicissima said its collection of pure cotton non-iron shirts, which first launched in 2011, is suitable for travellers who desire an “upmarket and refined shirt with classic detailing and a comfortable style”. The brand also offers shirts aimed at younger consumers who are seeking a “casual-chic” feel, as well as super-light breathable linen shirts, designed for summer.

Camicissima’s shirts are complemented by a full range of accessories and other garments plus two fragrances.