Italian established sportswear store Amedeo D. has attracted young kids since 1982. “Anyone entering our store for the first time has the impression to discover a newly opened very trendy and modern spot,” says Federica De Respinis, its general manager. That is also the reason why it collaborates with Coin department stores since 2014 and continues to open new young-minded areas for the chain of stores allover Italy. Here, De Respinis shares the store’s story.

What are the current bestsellers of your store and why?

Among our bestsellers there are, for instance, brands like Carhartt, Levi’s, Fred Perry and RRD for apparel, and Dr. Martens, Vans, Adidas and Nike for footwear.

Carhartt continues sells so well as it is a US historic brand that has remained coherent for both its selective distribution, although more recently it is focusing on a more selective network, and for its philosophy. Although it originates from authentic workwear it has constantly reinvented itself according to different fashion trends. Levi’s is an iconic brand that speaks for itself, though it has been able to always reinvent itself and offer always new products and different fits.

Fred Perry, despite historically tied to the polo shirt, sells pieces that can be immediately recognized thanks to its renowned laurel crown logo. Through the years it was able to carve a space for its own in the market and create a complete total look. RRD, Roberto Ricci Design, has always shown great ability in R&D for its products becoming one of the forerunners of fast-forward outer jackets that are appreciated for their highly advanced materials and technical performance, while keeping an eye on trends.

 Dr. Martens, also UK-born, was born as a sturdy workwear boot, and has been able to transform itself into a daily use urban boot that both women and men appreciate for its versatility.

Vans, the iconic skater brand, has managed to give its classic models–including its evergreen Old Skool Black–an identity that goes beyond streetwear, becoming a great taste and research accessory.

Adidas and Nike are two leading names for the sneaker sector that, thanks to their long time history and technical content, are considered always cool. Both brands have grown especially in reinterpreting their own archives of once successful models that can be modern again.

Photo: Amedeo D.

Do people buy according to their favorite brand, style or impulse?

Out-of-the-ordinary products, brand’s notoriousness and easy-to-pronounce brand names make a difference.

As all of the brands we sell originate from the US and UK, all of them have an appeal that Italians really appreciate.


Where do you order from? How do you inform yourself about trends?

We have always traveled a lot and visited all major and coolest cities of the world. We have also always participated trade shows and events held in New York, Las Vegas, London, Paris, Barcelona, Berlin and–ça va sans dire–Pitti Uomo in Florence.

During the last years, the exponential growth of the Web made everything grow faster and nearer–all aspects that have made our research work an easier task.

We have always kept a special eye on music, movie and actors’ worlds as all of them are the true testimonials for apparel and sneaker trends.


Photo: Amedeo D.

How important is the communication with regular customers? How do you communicate with them?

Our clients and staff are two essential elements for our format. We think that service, courtesy, correctness, sympathy, but mostly our coherence made us earn credibility and a good reputation.

All this has always had as consequence positive buzzword among our customers–which is still the most effective and fulfilling communication.

What do the collections you offer for next s/s look like? And what are the most important trends, in general?

Surely, fashion follows cycles and now the ’80s and ’90s are back. Most important trends will be high-waist denim for women, but also minimal and clean image products on the one side and graphics, logos, cartoons and oversize fits on the other. Also very cool will be men’s and women’s pieces mixed in the same outfit–no matter if they are aimed at men or women.

Photo: Amedeo D.

Did you add any new labels to your assortment?

Every season we include 10-15% new brands. For next season we will also include Kappa, Wrangler, Changit, Kangol and some others.

How does your store differ from other stores?
First of all our obstinacy and courage to maintain our multibrand store identity–a very complicated and hard to manage task. This gives our customers the possibility to live a particular and emotional shopping experience by entering in one single location.

Also key is our young, smiling, dynamic, educated and motivated staff.

What do you like about your customers?

Their faithfulness!

Although Amedeo D. was founded 35 years ago, our store is always visited by very young and young-at-heart customers. Anyone entering it for the first time or who doesn’t know us always has the impression to discover a newly opened very trendy and modern store.

How important is the interior, the atmosphere and the whole package?

They are indispensable ingredients of our store’s recipe. Light, music, color and a smile can never miss.


Photo: Amedeo D.

Your store has also started collaborating with Coin department stores and opened eight special young-minded shop-in-shops in key Italian cities. What did this experience mean to you?

This experience meant a lot to us. In the last three years–after we started collaborating for them, we have become more notorious than through all of our store’s 35 years of life. Through the years we experienced great satisfactions, though we have always avoided opening a second Amedeo D. store as we feared we might have lost some of the key aspects of our philosophy.

Thanks to our prestigious though indispensable partnership with Coin our insignia is now open in many Italian cities like Milan, Bergamo, Brescia, Rome, Treviso, Padua and since last September also Catania and Sassari.

All of them are very beautiful locations where we can replicate our own exact format while bringing enthusiasm, passion, music, expertise, professionalism, courtesy and trends thanks to our very young and motivated people.

Amedeo D.
Corso Vercelli 23
20144 Milano

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