by Stephen Garner

Falconeri, the luxury cashmere brand of the Calzedonia Group, celebrated the official opening of its new SoHo store last night. Guests in attendance included Tyler Cameron, Julia Restoin Roitfeld, and Irina Shayk.

Located at 101 Prince Street, the new 2,500 square foot boutique features a “cashmere museum,” an installation exploring how the wool is sourced and allowing visitors to feel it in its raw state, as well as a thread wall with spools of wool in all different colors featuring only Falconeri yarn.

Expansion plans for Falconeri are robust, both in the United States and worldwide, as the brand aims to open doors in Paris, Barcelona, Madrid, Hong Kong, and Tokyo. As of September 2019, Falconeri opened a second door in the U.S., on the top floor of the Calzedonia flagship store at 601 Fifth Avenue. Further American expansion is planned for 2020 where the brand will make its debut on the West Coast, opening a location in Los Angeles.

Falconeri was acquired by Italian-based Calzedonia Group in 2009. Founded and headed by president Sandro Veronesi since 1986, Calzedonia has a long history of specialization, starting with Calzedonia legwear and swim, then opening Intimissimi, the Italian lingerie specialty brand shortly thereafter. Falconeri is known for its use of the finest natural cashmere and its ‘made in Italy’ production.

“The migration west was another priority for Falconeri and for all of the Calzedonia brands that are in the U.S. market,” said Veronesi. “We can see from e-commerce and digital marketing that our customer is active on the West Coast and it was imperative to have a retail footprint there to round out the shopping experience. I have always believed in the personal touch of a well-trained sales force helping to guide the customer to the best possible experience in-store. Entering a Falconeri store is the customer’s chance to be immersed in the world of Falconeri. In this ever-changing digital age, when information is inundating the consumer, we need brick and mortar locations more than ever to reset and bring the personal touch back to the shopping experience.”