Patagonia opens storefront in Italy

Patagonia opened its fourth European store in a former lamp factory on the outskirts of downtown Milan. Located in Corso Garibaldi, the Italian flagship store is part of Patagonia Europe’s plan to follow the company’s worldwide distribution strategy to balance its traditional specialty retailer network with a string of company stores showcasing the Patagonia brand in all its key markets. In addition to selling product, the store will fulfill Patagonia’s “green” mission by awarding financial grants to environmental activists, raising public awareness on environmental issues, and pledging a percentage of money to the preservation and restoration of the natural environment.