Arianna Casadei on Family Brand’s Push in Asia, Bridal

Italian footwear company Casadei is launching on Alibaba’s Tmall Luxury Pavilion, opening pop-ups stores across Japan and boosting its bridal line.

On Monday, the label launched on Alibaba’s Tmall Luxury Pavilion in an aim to connect with the digital-savvy Chinese market and further strengthen its presence in Asia.

The launch on the platform marks a return for the company in the market. It previously had three stores in China, which shut down during the pandemic. At the same time, the company will launch a program of itinerant pop-up stores across Japan, starting on April 24 in Osaka. The activation will rotate to the cities of Tamagawa and Nihonbashi in May — before landing in Tokyo on June 12 through June 25.Representing the third generation of the shoe dynasty, Arianna Casadei has been pivotal in accelerating the company’s digitalization and online business.

These included the communication and marketing department, which she joined in 2012, becoming the first to be in charge of the brand’s e-commerce platform and social media. Casadei has also been in charge of special projects and relations with wholesale clients, before being promoted to director of communication and marketing in 2017.

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