Pirelli plots PZero expansion

Formula 1 tyre manufacturer Pirelli is set to expand its PZero high-end fashion retail brand internationally, following the launch of a concept store in Milan last year.


The company is evaluating several European countries, including the UK. The current focus, however, is on launching PZero in China and Brazil.

Pirelli brand and communications director Andrea Imperiali told Marketing Week: “We want to start opening stores in other countries. We can see we have strong potential, even if we enter into very competitive markets with such important luxury brands as Prada, Gucci and Louis Vuitton.

“Already you see, looking at the people buying in our shop, that many Chinese people are very interested. Recently we have received many offers of joint ventures to open in many different regions of China.”

The PZero range includes luxury footwear, clothing and jewellery inspired by Pirelli’s history in motor racing, and a range of shoes designed by actor John Malkovich.

The move into luxury fashion, which began in 2002, is designed to “power” Pirelli’s premium position, with something that has a “direct influence on the purchasing process of the [tyre] customer”, according to Imperiali.

The PZero range is currently only available to buy online or from the flagship Milan store, which also sells Pirelli speedboats and ‘tattooed’ motorbike tyres designed by tattoo artist Scott Campbell.

Latest from Marketing Week

Tesco, M&S, Just Eat: 5 things that mattered this week and why


M&S chief outlines digital-first strategy after profits plummet Marks & Spencer (M&S) is gearing up for a digital-first future, after its revealed on Wednesday (23 May) that profits had dropped a massive 62.1% to £66.8m compared to the previous year. A day earlier, the struggling retailer confirmed it will close more than 100 stores over […]


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here