Eleonora Cortelletti and Oscar Foschi, co-owners of the Maison 19e10 store in Trento, Italy, like to share their passion for essential, yet out-of-the-ordinary products across apparel, accessories and design objects. “We are fascinated by the beauty of the products we sell, and we want our customers to experience the same level of passion,” they said. “We like to convey a sense of ease and intimacy in the store, avoiding any barriers by explaining why we’ve selected our products and how they’re made.”

Which are your current bestsellers and what makes them popular?
Our present bestsellers are mostly accessories, though our store offers both apparel and accessories from interesting brands we’ve sourced during our travels across Italy and the rest of Europe. Bestselling pieces include Woodillon’s handmade wooden bow-ties; watch brands Nixon and Komono’s pieces; Wood’d, cell phone covers in wood; lifestyle objects by Northern European brand Monkey Business; and accessories by Kjøre Project, a line of Nordic inspired accessories crafted from naturally dyed Italian leathers. We were among the first stores to offer customers a mix of apparel, accessories and design objects, and this formula has proved successful.

Do customers buy according to their favorite brand, style, or impulse?
They mostly choose out-of-the-ordinary outfits or stylish pieces that inspire curiosity and a desire to change. They are also attracted by new research and versatile pieces designed to be worn everyday.

Where do you order your apparel and products? How do you inform yourself about trends? We’re always looking for emerging designers, and take a particular interest in New York and Korean ones. We often browse inspiring websites and social media platforms, but it’s essential to visit trade shows such as Pitti Uomo in Florence, White in Milan, Seek and Bright in Berlin, CIFF and Raven in Copenhagen. We never miss an opportunity to visit London and Paris.

How important is it to communicate with regular customers and how do you stay in touch with them? Taking care of our customers is very important. We even “cuddle” them outside the store by communicating with them via social media – we interact with our followers by posting images and thoughts every day.

Please describe the collections you’ll be offering next fall/winter. And what are the most important trends, in general?
To us, it’s important to mix wide silhouettes inspired by Japanese and Eastern moods, US trendy sportswear and European casual apparel pieces. We also like some Scandinavian essential and clean styles with Italian and European pieces that focus on ‘70s silhouettes and dandy-inspired pieces. In summary, we will mostly offer wide silhouettes for men and women, colorful prints applied to various items, including essential trousers, long and wide shirts. You’ll also find urban small backpacks and lots of white mixed with color, plus sneakers and sportswear pieces.

Have you added any new labels to your assortment?
We’ve recently added Wemoto Clothing, a German outerwear specialist. Other new additions include Dr. Denim, a high-quality Swedish brand offering contemporary denim pieces; Han Kjobenhavn, a Copenhagen based men’s brand offering Scandinavian essentials and handcrafted, Italian-made glasses featuring acetate and Zeiss lenses.

How important is the interior, the atmosphere and the whole package?
Interiors are very important, both to help us convey our own lifestyle approach and for launching new trends. We’ve used natural materials throughout, such as wood – a predominant aspect of our interior décor – rust metal sheets, exposed concrete and other repurposed materials. By periodically changing our interiors’ format, we catch our customers’ attention and curiosity to look out for novelties while enticing them to return to our stores. We often invite young contemporary artists to exhibit their work, thus allowing them to become part of the store’s interior.

In addition, it’s important for us to make the customer feel at home. Our changing room area, for instance, could be described as a recreation of a small parlor in which clients can interact, exchange opinions and ideas while sipping coffee. The store is a very important part of our success.

What do you like about your customers?
What we like best is the relationship we establish with them.
The sense of calm an intimacy one experiences when entering our store makes everyone feel at ease. It’s important to us that our customers don’t feel there’s a barrier between us and them; hence, we always make sure to share information about a garment – how it’s been designed, what materials it’s made from and how it was manufactured. This is what fascinates and strikes us most when we are looking for products, and we want to share that passion with our clients.

Maison 19e10
Largo Giosuè Carducci 37
38122 Trento
+39 345 350 2071