LuisaViaRoma Firenze

LuisaViaRoma Firenze is the original founding flagship of the Luisaviaroma brand, which was founded in 1929 in Florence by Luisa Jaquin Pertegaz as a small multi-brand luxury boutique on Via Roma — the street name that subsequently gave the broader brand its three-word name. The Florence flagship has anchored the brand for almost 100 years and operates today as the experiential luxury concept space that complements the brand's e-commerce platform (Luisaviaroma.com, launched 1999 — one of Europe's earliest luxury e-commerce platforms). The LuisaViaRoma Firenze vocabulary settled around several distinguishing things: the iconic multi-storey Via Roma flagship that has been continuously expanded across nearly 100 years, a buyer-led brand list anchored to every major LVMH, Kering, Richemont luxury house plus a particularly strong selection of Italian-heritage brands (Marni, Missoni, Bottega Veneta, Brunello Cucinelli, MSGM, Sportmax, Etro) and contemporary independent designers (Cecilie Bahnsen, The Row, Khaite, Toteme), the iconic Firenze4Ever annual event programme (a Florence-destination editorial-and-influencer event), the LVR Editions exclusive capsule collaboration programme, and the LVR Sustainable sustainability-focused brand offering. LuisaViaRoma is independent and held by Andrea Panconesi (the grandson of the founder Luisa Pertegaz, the third-generation operator who led the brand's e-commerce expansion since 1999) and the broader Panconesi family. The Florence flagship operates the original Via Roma multi-storey location, plus the global e-commerce platform with fulfilment from Italy. The platform stocks approximately 600 brands across menswear, womenswear, kids, jewellery, and home, ships to over 100 countries, and the Florence flagship has been continuously one of the defining destinations of Italian luxury retail for nearly a century.