PIOMBO Plants A Flag In New York’s SoHo

PIOMBO, a sportswear brand owned by Italian apparel giant OVS, has opened a flagship at 149 Spring Street in New York’s SoHo. The 1,550-square-foot store is the brand’s first location in the U.S.

OVS is a big player in Italy both as a retailer and manufacturer. The company also owns Stefanel and Baby Angels by Elio Fiorucci.

The collection OVS has launched with Massimo Piombo – who was originally known for his very dapper, very expensive menswear collections – has arrived in the flagship, which is painted a distinctive shade known as PIOMBO sky blue, from the walls to the floor and ceiling, including fixtures, creating a rich canvas for the brand’s bold colors.

PIOMBO’s first location in the U.S. kicks off the start of a worldwide retail expansion with a series of international openings slated for Madrid and Paris coming soon.

“We chose three capital cities that are channeling the desire to be out and about and transforming that desire into pure energy,” said Stefano Beraldo, CEO of OVS SpA Travel. “These cities are the catalysts of change, creating a new language in fashion and lifestyle. They’re all vibrant locations that will be the perfect homes for the extraordinary PIOMBO Collections.

“The combination of Massimo Piombo’s creative talent and the cutting-edge production capabilities of OVS results in a singular balance of designer quality and style at extraordinary prices,” Beraldo added. “The inspiration that goes with it is at the heart of Massimo Piombo’s designs. His men’s and women’s collections are journeys within themselves, characterized by the designer’s unique talent for creating infinite wardrobe options – jackets, dresses, T-shirts, button down shirts, pants, and skirts – pieces distinctive enough on their own, they also work together as essential closet staples.”

Beraldo said the brand is exploring wholesale opportunities before opening additional stores in the U.S.

“This is the signature style of the PIOMBO collections, which were born and created in Italy, destined to travel the world,” said Massimo Piombo, creative director of the signature collection. “I design my collections for everyone. My biggest goal is to inspire and encourage customers to let their imaginations run free. Italian style and its infinite variety infuse my creations: art, travel, culture, rooted in the beauty of my country. We chose Spring Street as our New York location, because it’s a dynamic cosmopolitan setting that encourages exploration and curiosity.”

The New York store was conceived with attention to both natural and recycled materials, in the spirit of sustainability. With his signature PIOMBO sky blue, the designer’s goal was to create a space that is both striking and inviting – just like his designs. The store is a welcoming meeting point where consumers can see, touch, and feel the product in a space that encourages conversation and evokes inspiration. In fact, the brand’s tag line is PIOMBO, “an Italian conversation.”

The store is now merchandised for summer, its vast assortment riffing on PIOMBO sky blue. The flagship’s assortment is refreshed weekly thanks to OVS’s impressive manufacturing capabilities. Top sellers include cotton sweaters in a rainbow of bright colors and linen button-down shirts. Consumers are impressed and surprised by the price point and tailoring, the strong colors and sartorial pieces like the women’s trench coats.

Rendered in monochrome, the store is an ideal setting for the vibrant colors, patterns, and variations of the PIOMBO collections. PIOMBO is the essence of “Italian style” with a touch of magic, said Beraldo. “It’s a world of unexpected combinations, both eclectic and elegant, intelligent and playful, classic and creative with a focus on quality and fit, simplicity and a sustainably conscious approach.”