ITALY. Italian menswear brand Antony Morato has made its travel retail debut with a shop-in-shop in Rome Termini station.
The move is in partnership with Grandi Stazioni Retail, which oversees commercial operations and advertising spaces at Italy’s main railway stations.
One of Europe’s key railway hubs, Rome Termini station connects millions of travellers annually, offering a strategic location for the brand.
The opening also marks the first step in the brand’s global strategy that positions railway stations alongside airports, cruise terminals and border cities as key travel retail hubs.
The launch follows Antony Morato’s TFWA World Exhibition showcase in Cannes, featuring the Travel Line, designed for the modern traveller seeking style and functionality on the move.
Located in Rome Termini’s Ala Mazzoniana, the space combines historic charm and distinctive architecture, offering an engaging shopping experience for frequent business and leisure travellers.
Featuring a modern, minimalist design, the store uses materials and colours that reflect the brand’s balance of style and functionality.
Visitors can explore a curated range of versatile, well-crafted and stylish pieces designed for today’s discerning, globally minded traveller.
The store is easily accessible both from outside the station, via Via Giovanni Giolitti 10, and directly from the platforms near track 24, providing convenience for travellers and visitors.
Antony Morato CEO Lello Caldarelli said, “Rome Termini represents a strategic context for us – a place where people and cultures meet every day.
“With this opening, following the official presentation of our travel retail project in Cannes, we are entering a new phase of development aimed at engaging a global audience and strengthening the brand’s visibility in one of Europe’s most important hubs.”
Antony Morato advances its global expansion with this opening, marking a key step in travel retail and strengthening its reach to international consumers. ✈
