Hydrogen Launches Milan Flagship

Although Japan is still its No. 1 market, Hydrogen (Padua, Italy) has opened a Milan flagship in hopes of expanding its presence beyond Asia.

Located in the city’s emerging Porta Nuova neighborhood, the store boasts a contrasting mix of cement, marble and ornate woodwork, reports Women’s Wear Daily. The same concept will soon be applied to Hydrogen’s other Italian flagship, in Padua — where the brand is headquartered — and internationally.

The Milan unit is part of a five-year plan to set up flagships in Europe and the U.S. Company founder and creative director Alberto Bresci says he is scouting New York and Los Angeles locations in the U.S. In Europe, he’s eyeing cities such as London, Paris and Moscow, reports WWD.

The company, which sells sportswear and accessories for working adults, also plans to maintain its strong foothold in Asia. An additional 40 monobrand stores are slated to open in Asia in the next five years, many of them in China.