From slopes to shops: How luxury retail is blending with winter sport

But it’s not just about winter sport anymore – demand for the luxury ski lifestyle, both on and off the slopes, means that we are seeing luxury brands commit to larger, long-term brick-and-mortar spaces in alpine destinations. As a result, hotspots for luxury retail have emerged, where the elegance of elite residences and holidaymakers seamlessly blend with the thrill of the slopes.

Connecting with local craftsmanship

It’s not just about offering high-end shopping in a snowy paradise; it’s about creating an immersive experience that feels true to the mountains and the culture surrounding them. Madonna di Campiglio, for instance, is putting a strong emphasis on local craftsmanship and materials, from the architecture to the retail offerings, from handmade knives from Coltelleria Lorenzi, to custom stoves from Stufe Collizzolli, and fashionable designs by Stefania Sanna. By focusing on local artisans, the experience feels authentic and deeply connected to the region's heritage.

Putting local craftmanship front and centre is a trend we see spilling out across the Italian alps; Cortina d’Ampezzo hosted the 14th edition of Cortina Fashion Week, a long weekend of events and fashion activations organised by local association Cortina for Us. In keeping with its strong ties with local luxury brands, Franz Kraler, which boasts several boutiques in the surrounding area including two units on Corso Italia, linked with other prestigious Italian brands for the event, including Ferragamo, Elisabetta Franchi and Napapijri.

Luxury residences blend with high-end boutiques

The winds of luxury residents and holidaymakers are shaping the alpine landscape. Nestled within Madonna di Campiglio is Campiglio Plaza, a unique project that features several exclusive commercial units; situated above them are 11 apartments that offer a luxurious stay and unparalleled mountain views. The blending of luxury retail and living is seamless; a trend that is set to only grow as brands want to get closer to their customer, regardless of the challenges in seasonal markets.

Elevating the Italian alps on the global stage

Aspen, Colorado, has the highest number of permanent luxury stores, with brands including Gucci, Prada, Dior, Ralph Lauren, Louis Vuitton, Valentino, and Moncler. However, Italy is certainly moving up the agenda for the international ski crowd, with the likes of Forbes citing that Italy is perennially the place Americans say they want to visit more than any other country in the world. Not only does it own more of the Alps than Switzerland or France, but the country’s luxury flair and sophistication has made it a priority destination for high-end travellers and luxury brands alike.

Madonna di Campiglio already attracts over 380,000 tourists each year, who stay for an average of four days. However, with plans to expand its luxury offerings, the town is already seeing an increase in visitors from all corners of the globe. Other Italian alpine resorts, such as Cortina d’Ampezzo and Val Gardena, have also seen a strong performance in visitor numbers, proof that Italy is only going to strengthen its position on the world stage.

Further information

Contact Francesca Cattagni

Sectors: Italy Retail