MILAN — With its signature colorful style and clearly recognizable image, Missoni has historically had a successful home collection, and during Design Week the brand unveiled its first store dedicated to the category.
While previously spearheaded by the late Rosita Missoni, who died in January, the collection is now developed by creative director Alberto Caliri, who was named to the post in October last year, succeeding Filippo Grazioli.
The designer is no stranger to the brand as he first joined Missoni in 1998 and succeeded Angela Missoni as creative director ad interim in May 2021. A year later, he crossed over to the brand’s home collection and led a new phase for the division.
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In an interview, chief executive officer Livio Proli said it was “key to bring design consistency across the board,” further conveying the lifestyle message of Missoni. “Also, we are a materic brand, so the home collection designer must be a textile designer.”
Another significant step Proli has taken was to bring production of the home collection in-house in Sumirago, Italy, a decision that has also helped boost margins. In 2020, the company bought out T&J Vestor, its licensee for the Missoni Home collections since 1983, and last year it took over Tricotex Srl, a leading manufacturer of high-end textiles specialized in Raschel knit fabrics — a Missoni signature — made with special Caperdoni looms rather than industrial knitting machines and defined by a textured, coarse appearance.
Located in 9 Via Solferino, in the arty Brera district, the home collection store, covering 1,188 square feet, was designed by Lit Studio precisely to highlight Missoni’s fabrics, textures and patterns, Proli said.
Preserving the historical character of the building was key and the company integrated original architectural elements, such as the iron and brick vaulted ceilings, Liberty details on the columns and the decorative moldings of the storefront with satin- finished metal surfaces.
A metallic ribbon weaves through the space, shaping frames and shelves. Niches are covered in Missoni wallpaper created in collaboration with Jannelli & Volpi.
A deep red hue stands out characterizing the space, the upper decorative elements on the ceiling and the chapiters of the columns at the center of the store.
The unit offers “superior visibility,” standing near the brand’s home showroom, he pointed out.
Missoni has opted not to show at the Salone del Mobile trade show, and Proli attributed the decision to highlight the brand in an elevated luxury positioning bridging fashion and lifestyle. “The home store and its location will contribute to this standpoint.”
Also propelled by the contract business, Missoni’s home collection now totals around 30 million euros. Company revenues last year amounted to around 130 million euros, up 4 percent on 2023 and Proli touted strong business in the first three months of 2025. “Sales of the [ready-to-wear] fall collection are up 8 percent,” he said. Also, he said margins tripled compared with 2023, leveraging “a more efficient, restructured company after COVID-19.”
Missoni has been ramping up its residential and interior projects, partnering with Turkey’s development company RMA Holding on the Montes by Missoni residences and debuting in Toronto with Missoni Sky, a luxurious residential tower being developed with Amexon Development Corp.
Other projects include the Marea residences in the South of Spain and the tower of Dubai Urban Oasis, to name a few. It has also been developing the Missoni Resort Clubs, outfitting strategic locations, such as Portofino and the Maldives, and partnered with The Ritz-Carlton in Bali.
In Milan, other events planned during Design Week were “La Casa Giardino [The Home Garden]” collaborating for the second time with Roda; the takeover of the Principe Bar at the Hotel Principe di Savoia until the end of the month, offering the Malfy Gin x Missoni cocktail with a collectible bottle, and the personalization with Malfy Gin of the bar at La Rinascente.
Elsewhere, Proli said Missoni will relocate its store on Madison Avenue in New York at the end of the year.
He also revealed he had closed Missoni’s Chinese branch at the end of 2024, in existence for the past four years, shifting the brand’s focus on other markets, including Europe, the Middle East, where it has partnered with Al Tayer Group, and South East Asia.