Manolo Blahnik steps up D2C strategy with first standalone boutique in Milan
London-based luxury footwear and accessories brand Manolo Blahnik has opened its first standalone boutique in Milan, Italy, as it continues its direct-to-consumer (D2C) expansion.
Located in the prestigious Via Pietro Verri area, the new 10,763 sq ft two-storey boutique is the brand’s second location in Italy, "further solidifying its commitment to Italian craftsmanship" following the 2019 acquisition of the Re Marcello factory in Vigevano, Pavia, which sits 23 miles outside of Milan.
The boutique’s design is a tribute to Blahnik’s late mother, drawing inspiration from the monochromatic aesthetic of her black and white tiled kitchen in Spain.
The "continuous and striking formation" throughout the space creates a timeless yet modern backdrop for Blahnik’s celebrated footwear collections.
A deep admirer of Constantin Brâncuși, Blahnik has also infused the boutique with elements inspired by the sculptor’s iconic work, ‘Endless Column’. The tall, structured and rhythmically repeating geometric shapes "echo the sculptural elegance of Blahnik’s signature heels", reinforcing the synergy between art and design.
The store is launching with both the summer and autumn 2025 collections, touching on many of the aspects that influence Manolo Blahnik’s work, from old Hollywood muses to artists and fashion photographers.
Three exclusive styles are also being introduced: ‘Sixahi’, ‘Trinca’ and ‘Pranzana’, inspired by the Bauhaus movement that originated in Germany in the early 20th century as well as Italian architect and industrial designer Gio Ponti.
Every element of the boutique has been hand-selected by Manolo Blahnik himself, ensuring an immersive experience that embodies his passion for craftsmanship, artistry and storytelling.
Last month saw Manolo Blahnik report a 19% dip in turnover to €86.4 million (£74.5 million) for FY24, but the luxury footwear house is leaning into long-term growth, investing millions in new stores even as the global luxury market softens.
The family-run brand invested in seven boutiques worldwide in 2024, almost doubling its retail footprint, and has channelled €4.3 million (£3.7 million) into expansion - with another boutique having opened in Miami in April 2025.
The direct-to-consumer (D2C) strategy is showing results, as direct sales grew 13% year-on-year for FY24 and now represent almost a third (32%) of total revenue, up from 22% in 2023.
Meanwhile, Manolo Blahnik has pared back its wholesale network to focus on select "considered partners" that align with its brand values.
Despite EBITDA dropping 61% to €8.4 million (£7.2 million) due to store investment, the company remains "financially resilient" with no external debt and strong liquidity.
June 2025 brought encouraging signs, with like-for-like D2C sales up 14% year-on-year and e-commerce up 25% in the first half.
Speaking about the retail expansion and D2C strategy following its FY24 results, Manolo Blahnik CEO, Kristina Blahnik, said: "Amid a downturn in the luxury market, we doubled our number of directly operated boutiques, so I am particularly proud to report a strong sales performance - our third best year to date.
"Being an independent, heritage brand gives us the rare privilege and freedom to make long-term decisions that build lasting value."
Looking ahead, the group expects modest growth in FY25 before a stronger uplift in FY26 as its store investment programme and D2C strategy mature.
