The French leather goods brand, positioned as accessible luxury, has just opened its very first flagship store in Milan. A sign of its new pedigree, the brand—which has been backed since September 2024 by LVMH’s investment vehicle, L Catterton—has chosen to set up shop just steps away from Via Montenapoleone, right in the heart of the Quadrilatero de Moda.
For its twelfth physical retail location, the French brand Polène has chosen the most fashion-forward of Italian cities, Milan.
A strategic location in the immediate vicinity of the Lombard capital’s luxury shopping epicenter without, however, opting for the iconic and exorbitantly priced Via Montenapoleone. The Spanish brand preferred a location at the intersection of Via Manzoni and Via Pisoni, right in the heart of the Brera district, an area well-known for its artistic vibrancy and where former Gucci Creative Director Sabato de Sarno had planned to hold his inaugural fashion show in September 2023 before rain put a damper on the festivities.
This move strengthens its European foothold, building on its presence in the capitals of France, Great Britain, and the Netherlands, as well as in Hamburg, Germany. The brand is also known for favoring leather sourced from a major Spanish tannery. However, with design, artistic direction, and identity developed by its Parisian studio, it is resolutely “made in France” in its conception.
Fashion and Luxury Aura
For Polène, this twelfth showcase of Spanish craftsmanship—if we include the current Parisian pop-up store at the Paris Longue Vue eyewear boutique in the Montmartre district (2nd arrondissement)—is, in its own words, “much more than just an opening,” namely “an important milestone in the brand’s history.”
Indeed, with this location in Milan’s heart of the Brera arts district, Polène is establishing itself in a new premier luxury hub and, what’s more, now covers—building on its presence in New York—all four major Fashion Weeks (New York, London, Milan, Paris).
A New Temple of Quiet Luxury
The archetype of the Milanese woman, or “donna milanese elegante,” with her dresses or suits in a dark palette (scurio)—not to say black—and her armor-like sunglasses, gains a new asset to her arsenal: the minimalist Polène bag. A style that suits the Milanese woman well with herefficient, structured, even intimidating style, whereas the Parisian woman appears nonchalant, literary, and seductive.
To build this new temple of quiet luxury in Italy’s economic and industrial capital, the House called upon Norm Architects, a Dutch architecture firm based in Copenhagen and specializing in working with materials.
And in this regard, the in-store customer journey offers a beautiful selection characteristic of Milan, featuring brick, travertine at the entrance, leather, wood, and stone, creating a setting that is both soothing and sensory. The VIP area features a more understated palette—no doubt in keeping with Milanese style—with soft, neutral tones that discreetly frame the space and highlight the beauty of the product itself.
While craftsmanship takes center stage, art is not left out, with works by ceramicist Clara Graziolino visible right from the entrance.
Expansion in Asia as well
This opening in Milan is part of a broader geographic expansion strategy, particularly in Asia. Thus, following openings in Tokyo (September 2023) and Seoul (June 2024), Polène laid the groundwork for its distribution in China in December 2025 with a boutique in the Sanlitun luxury outlet village in Beijing. This shopping complex, located in the Chinese capital, is known for having recently welcomed such diverse brands as the House of Dior, Tiffany & Co., and Saint Laurent Rive Droite.
With a strong focus on the customer experience and showcasing craftsmanship, Polène follows in the footsteps of the young guard of accessible luxury and champions of chic discretion such as The Row, Toteme, Sezane, and others like Songmont and Icicle. The Kering Group also acquired a stake this month in the latter Chinese brand.
Read more > Kering expands its partnerships
Featured photo: © Polène
