Goodbye Coltorti, Welcome Residenza 725: Behind the Italian Retailer’s Rebranding

no more — the storied Italian multibrand retailer is changing gears after 90 years in business, adopting the moniker of Residenza 725 from April 10, when the rebranding will be officially revealed at its four physical doors in Italy and on its e-commerce site.

Bilancioni said the rebranding was two years in the making, with plans developed even before South Korean Group NHN Commerce acquired a majority stake in the family business last year., NHN Commerce, a global distributor and licensee of brands in the fashion and beauty sector in South Korea, never disclosed the size of the stake but at the time of the deal said it subscribed to a 10 million euro capital increase in Ikonic.

The CEO highlighted how the time was ripe for switching to a name that could telegraph additional values and that Residenza 725 was adopted to evoke a “cozy and reassuring space for our community, a warm place as a home where to and grow together.” “Today the community is the real asset….I’m interested in fine-tuning the interaction with it and expand it,” the CEO said.

Before expanding its reach, the retailer will kick off the cultural calendar on April 10 with a partnership with Miart, the International Modern and Contemporary Art Fair in Milan, that will see the introduction of an award called Residenza 725 for the best presentation within its Portal section.

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