Mirta, a digital showroom connecting contemporary brands and physical boutiques, online stores and influencers, has recently inaugurated a temporary shop-in-the-shop in the heart of Florence.




Today Mirta is operating with over 400 brands from Italy, Spain, France and Portugal, offers over 10,000 SKUs in different categories, from clothing to footwear and from accessories to jewelry, and connects over 5,000 international curators, 50% from North America, 35% from Asia and 15% from Europe.

 



This reality has also collaborated with Mipel, the Italian fair dedicated to leather accessories, during its previous spring 2022 edition and will continue to do so for the next edition to be held on Sept. 18-20 by connecting exhibitors and buyers who cannot attend the physical event. In the last edition Mirta attracted more than 5,000 buyers on the fair platform for 40% from America, 41% from Europe and 19% from Asia.



 

Mirta has recently opened its first temporary shop-in-the-shop in the city of Florence, inside the Ireri boutique, a Florentine brand of high-end and Made in Italy handbags and accessories.

Mirta's first physical store in Florence
Photo: Mirta
Mirta's first physical store in Florence
This 120-sq.-meter shop-in-the-shop is located on Via de Gondi 4/6r in Florence inside the historic Palazzo Gondi and a stone's throw from Piazza della Signoria.

 




 

Visiting it anyone can touch handcrafted products from a selection of brands also featured on Mirta that range from clothing to bags and accessories to footwear. Among the brand on offer, in addition to Ireri, also featured are Ammodo, AP Bags by Allegra Pizzoleo, Curling Collection, Eledor, Ettore Cavazza, Chiara Daverio, Irevedì, Ghibli Bag, Filippo Catarzi, Marco Masi, Monica Solzi, Christian Marcucci, Re-49, Roberta Gandolfi Bags, Martegani 1891, Silvia Berni Atelier and Vanessa Saroni, Kilesa, Santa Trinita, Denny Cashmere, Bun.

 



This debut in physical retail complements Mirta's digital strategy to enable brands, store owners and customers to connect with each other through hybrid shopping.

From right: Martina Capriotti and Ciro Di Lanno, co-founders, Mirta
Photo: Mirta
From right: Martina Capriotti and Ciro Di Lanno, co-founders, Mirta
Ciro Di Lanno and Martina Capriotti, founder of Mirta, commented: "We are very proud we started this collaboration with Ireri and opened our first temporary shop in a city with an international scope like Florence. For us, it is the first step toward an omnichannel strategy. In fact, we strongly believe that the phygital experience allows brands, store owners and customers to talk to each other, share the same values and create an increasingly loyal and aware community," they added.

 



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