The Italian brand Moorer has big ambitions for the U.S. where it opened its first flagship in New York and gears up for the second in Miami.
As the U.S. has proven a boon for the luxury sector amid a downturn in spending over the past few years,The 2,798-square-foot space, neighboring luxury powerhouses such as Hermès, Loro Piana and Brunello Cucinelli, among others, is located on Gansevoort Street with 11 street-facing windows.
The interiors follow Moorer’s retail blueprint, defined by light marble flooring, walnut wood display systems and brushed brass accents. The store marks only a teaser of Faccincani’s bigger plans for Moorer’s expansion in the U.S. — as well as its retail push overall.
“We’re not making a bet on America, we’re pretty confident that it’s going to succeed,” the brand’s founder, chief executive officer and creative director told WWD. “Our foray in the U.S. had long been in the pipeline, and we’ve been working details out for the past couple of years,” he said.
“We believe that it can quickly become our number-one market, as we’ve seen a lot of interest already in wholesale and from American customers shopping at our flagship stores globally. ”“After testing the waters with wholesale, the times were ripe to showcase our DNA and vision fully through retail, which I’m expecting to have ripple effects throughout the U.S. and boost cross-channel sales,” the executive added.
“Direct retail allows you to express the brand’s full potential in a way retailers cannot. ” Moorer is stocked at a number of department and specialty stores already, including among others Saks Fifth Avenue, Neiman Marcus, Bloomingdale’s, Nordstrom and Mitchells, in addition to Holt Renfrew and Harry Rosen in Canada. ’s Bal Harbour shopping complex. Covering 4,305 square feet, it will be located within a new area of the luxury destination.
“It’s the perfect second destination, it’s an international hub attracting global luxury consumers. Although Moorer has a diversified price positioning, we’re increasingly betting on our core high-spending clientele,” Faccincani said, singling out Latin American consumers, a rising target for the brand. Moorer’s sales in the U.S. currently represent about 4 percent of its global business and the executive projected them to increase to 10 percent by yearend, fueled by the new retail outposts.
His optimism for the country is furthered by solid performances in wholesale Stateside, which in 2025 increased 20 percent year-over-year, and currently represents about 6 percent of the overall wholesale business. The executive said that the Saks Global bankruptcy had a smaller impact than expected.
Launched as a men’s-only brand hinged on luxurious functional outerwear, Moorer has evolved into a full-fledged ready-to-wear label, which now includes a womenswear line debuted in 2009 and which currently accounts for 30 to 40 percent of the business. Not unlike some of its competitors — think Herno and Eleventy — its value proposition has been rooted in an understated, easy-to-approach aesthetic and smart price-to-quality ratio, catering to customers otherwise priced out by luxury megabrands.
Relying on wholesale for about 70 percent of its global business, the resilience on that channel is paramount across geographies for Moorer. Faccincani noted that wholesale sales are up 13 percent in Europe year-to-date, despite a slowdown in Italy. Its lack of exposure to the Middle East safeguarded the overall performance.
“We were considering our foray in the region, given the number of Middle Eastern clients shopping at our European locations, but now the project is frozen,” he shared. The brand counts eight flagships overall, in Milan, Verona, Cortina d’Ampezzo and Rome in Italy, as well as in Prague, Kyiv and Tokyo, another strong region with the second retail outpost to bow in the same city later this year.
Moorer has sealed a distribution deal in Japan with ItochuAs part of its steady retail expansion, the brand is also relocating its Milan flagship, previously located on luxury shopping thoroughfare Via Montenapoleone, to neighboring Corso Venezia. The new, two-story, 10,763-square-foot space — about 10 times the size of the previous door — overlooks the recently revamped Piazza San Babila. In 2025 Moorer logged sales of 54 million euros, up 8 percent year-over-year.
For the 2026 fiscal year ending Feb. 28, 2027, the brand expects revenues to jump 18 percent to 64 million euros. Based in Castelnuovo del Garda in the Veneto region, the brand is fully owned by Faccincani. In 2019 investment fund Borletti Group acquired a 25 percent stake in the brand, which the founder bought back in October last year. WWD and Women's Wear Daily are part of Penske Media Corporation. © 2026 Fairchild Publishing, LLC. All Rights Reserved.
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