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Benetton’s Playlife new stores April 2, 2007

Posted by grhomeboy in Fashion & Style.
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Over 30 store openings and turnover forecast to grow by 30% in 2007.

PLAYLIFE: FOR EVERYONE LOOKING FOR SOMETHING NEW

Urban elegance with a sport feel; a new logo and a new style philosophy.

After the success of the first store to launch the new concept, on Corso Buenos Aires in Milan, the next openings in Italy will be in Rome and Modena, followed by Palermo and Naples. Outside Italy, the new concept will launch initially in Switzerland, Greece, Cyprus and Iran, for a total of over 30 new Playlife stores by the end of 2007. A major, fast-moving expansion programme to disseminate the new Playlife style concept, with 30% rise in turnover forecast in 2007.

The new-look Playlife concept store, inspired by U.S. university campuses, conveys the brand mood through a style of interior dιcor which gives each store an individual image. The furnishings are produced in compliance with the very latest European standards for raw-material recycling and production-technique eco-friendliness. Prints, cups and trophies, models of sail or rowing boats, wooden table lamps and tailor’s dummies emphasise a passion for the American college world.

Playlife’s new energy translates into a mixture of ideas and inspirations: sailing, tennis, golf, rugby or even membership of an exclusive sports club. In the store windows, the Playlife Academy oval announces a style that is, first and foremost, a way of life.

For further information > www.playlife.com

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