Italian luxury footwear brand Paris Texas has opened its first-ever flagship boutique in Milan’s via Verri, marking a strategic shift toward direct-to-consumer retail after a decade of wholesale operations. According to founder Annamaria Brivio, the store is designed to showcase the brand’s entire universe beyond individual products, establishing a physical touchpoint that communicates its distinct identity.
Founded in Milan in 2015 by Annamaria Brivio, the brand’s majority stake was acquired in 2023 by the Arezzo&co group, which holds a 65% share. Known for footwear that blends Parisian sexiness with western-inspired coolness, Paris Texas reported a turnover of €20 million for 2025 and anticipates double-digit growth of around 15% for 2026, according to company figures shared with FashionNetwork (MFF). Despite its international footprint, Brivio noted that many consumers do not immediately recognize Paris Texas as a Made in Italy brand, making the Milan opening a key opportunity to highlight its domestic production roots.
“The Made in Italy is a belief we do not want to give up,” Brivio stated in the interview, emphasizing the quality of materials and craftsmanship sourced primarily across Tuscany and Veneto. She added that growing international markets increasingly demand transparency regarding how and where luxury products are manufactured.
The boutique launch coincides with the rollout of the fall-winter 2026 advertising campaign featuring model Cala Moragas and shot by photographer Mark Kean. The campaign anchors a citywide takeover running through mid-October across key Milan thoroughfares, including via Montenapoleone, corso Garibaldi, and piazza Duomo.
Retail Strategy and Global Distribution Channels
The new via Verri flagship serves as a pilot location for future retail expansion, anchoring a business model historically dominated by wholesale channels. Currently, wholesale accounts for 85% of the company’s business, while e-commerce represents 15%. Within the wholesale segment, e-tailers generate between 20% and 25% of sales through established partnerships with platforms such as Mytheresa, Net-à-porter, Harrods, and Galeries Lafayette—the latter of which is set to host a Paris Texas pop-up during the upcoming Paris Fashion Week.
Over the next three years, the brand projects that direct e-commerce and retail expansion combined will scale to account for roughly 20% of total revenue. Geographically, Paris Texas maintains a presence across global markets outside of Asia. Europe remains a steady growth territory, while the United States functions as a primary strategic anchor, driving nearly 50% of direct digital sales. Notably, Texas itself ranks as the brand’s third-largest digital market within the U.S., a detail Brivio attributes to strong local demand for the label’s signature boots.
Future Expansion and Brand Extensions
Looking ahead, Paris Texas plans to evaluate brand extensions as it moves beyond its core 100% women’s footwear offering. However, Brivio indicated that leadership’s immediate priority remains stabilizing and scaling the new retail footprint before introducing new product categories. The Milan opening represents a measured step in a decade-long evolution from an isolated product line to a globally recognized lifestyle brand.
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