Boggi Milano strengthens partnership with FIFA, plans new store openings

At its palazzo on Via Durini in Milan, Boggi Milano unveiled the next phase of its four-year collaboration with FIFA: a capsule collection of eight polo shirts and eight T-shirts celebrating the eight national teams that have won the FIFA World Cup: Brazil, Germany, Italy, Argentina, France, Uruguay, Spain and England. The capsule is available on the brand’s website, in all Boggi Milano stores worldwide and in FIFA-authorised stores.

“We are very proud of our collaboration with FIFA, under which we are also an official licensee and the organisation’s formalwear outfitter for the forthcoming FIFA World Cup tournaments, dressing around 3,200 people,” Orietta Guidi, CEO of Boggi Italia, tells FashionNetwork.com. “We will probably continue the partnership with another capsule; we are also evaluating interesting collaborations with other organisations, but we cannot reveal them yet.”

The capsule reflects the universal values of sport – inclusion, passion, performance – reinterpreted through high-quality materials and fabrics, and an aesthetic that combines Italian elegance with functionality.

Boggi Milano closed 2025 with a turnover of €364 million, up 10 per cent, and aims to reach €400 million in 2026.

“A very significant point is that last year like-for-like growth was 3 per cent, so we recorded organic progression, beyond the new openings,” the executive points out.

The company now has a total network of 321 stores, of which 70 are directly operated in Italy, 130 directly operated abroad and 121 are franchised, mainly in Eastern Europe, the Middle East and Asia, markets that are easier to approach with local partners.

“For this year, our strategy for Italy and Europe is to consolidate our positioning. We are not planning many new openings, but possibly some relocations if good opportunities arise,” adds Paolo Selva, a board member at the company. “

We are planning 12 openings, all outside the domestic market, particularly in the United States, which is a growth market for us. We have three stores in New York and one in Miami, two outlets opening this year — one in New York and the other on Long Island — and for next year we are working on another opening in Florida. Our presence at Bloomingdale’s is also growing, where we now have seven concessions.”

The brand also has in the pipeline its third store in Singapore, its fourth in Paris, and two stores in travel retail, due to open next year at Vienna and Copenhagen airports.

“Since 2023, we have been working hard on the sustainability of our products; today about 40 per cent of the collection is developed with a sustainable approach. We have mapped all our suppliers and sub-suppliers; we also use organic raw materials and certified and recycled materials,” Guidi concludes.

“We also pay a lot of attention to the training of our staff: all the people who join Boggi take courses at our in-house academy; we train about 1,300 people a year through 250 sessions. Finally, we are advancing the womenswear project, now in its second collection for Spring/Summer 2026, which is going well. It is a womenswear proposition that reflects the brand’s DNA, for a woman who wants elegance and comfort both when she works and in her free time; with this season we have expanded it from 50 to 80 styles.”