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Published
Sep 5, 2017
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Cifonelli to open luxury private apartment for India sales

Published
Sep 5, 2017

Cifonelli has decided to eschew a boutique and instead open a private apartment to house their bespoke suits in India.


Cifonelli's India launch will remain exclusive as sales will be appointment only - Cifonelli- Facebook


“It surprises me how many young people come to Cifonelli,” the brand's co-owner, Lorenzo Cifonelli, recently said, and added that the brand has grown beyond his expectations to include diverse age groups and international markets. In order to meet these demands, Cifonelli is in the process of rolling out an international expansion and has already opened up shop in Singapore. However, this expansion will be very considered and only include select countries in order to maintain the label’s exclusivity.

The CEO of Cifonelli, Erwan Camphius, said of his vision for the brand’s Indian expansion: “People are not used to luxury but are used to it in a way. Normally people go to a store and to a place that has products for everyone. We are bringing something that is unique with a huge heritage and are going to make it unique to each customer. In India, there is a history of culture and heritage, and that in turn would let people understand our culture and heritage.”

In lieu of a traditional boutique, the brand announced that it will instead open a private apartment and business will be conducted by having customers make one on one appointments to privately view the brand’s wares. Camphius stated that the aim to prioritise experience over price and went on to say: “We plan to receive one customer at a time, which will be an attempt to give them the feel of the luxury part and give them an experience which would be unique to them. I want my customers to come out of the session and feel they have experienced something different.” Along with this very exclusive way of conducting business, the brand will also eschew any external marketing in India.

Cifonelli is based in Paris and was founded in Rome in 1880. The brand specialises in bespoke, made to measure, and ready to wear clothing and accessories in the luxury market. The brand is currently run by cousins Lorenzo and Massimo Cifonelli who have been at the helm of the company for the last 20 years.

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