- The Plus Awards
Luxury Italian shoe brand M.Gemi launches its first brick and mortar store in its home base of Boston.
Luxury Italian shoe brand M.Gemi is opening its first brick and mortar store July 10 in its home base of Boston. Located in Prudential Center, the city-center store will feature an espresso bar with Italian refreshments and custom hidden shelving in the walls to hold a full range of product without the need for a back stock room. For the customer’s ease, all orders purchased at the store will be shipped directly to shoppers’ doors.
The retail expansion into a physical space was a way for the company to create a unique retail experience for their customers, according to Cheryl Kaplan, M.Gemi president and co-founder.
“We quickly realized that having a physical touch point was incredibly important for clients to be able to see the Italian craftsmanship that makes our shoes so special up close,” Kaplan said. “After launching our first store in New York City last fall, we discovered that our clients appreciated the opportunity to try on a number of styles all at once, and that they also took more risks in their choices with bolder silhouettes and colors than they typically would order online.”