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.

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