Primadonna Marks 25 Years with Major Italian Retail Acquisition and Global Expansion Plans
Italian affordable footwear brand Primadonna is celebrating its 25th anniversary with a significant strategic move: a new acquisition. Founder and president Valerio Tatarella revealed the company's plans to FashionNetwork.com during the presentation of their latest collections in Milan. The brand has reportedly set its sights on an Italian retail chain, whose identity remains confidential, with a deal anticipated to be finalized by 2026. This expansion mirrors Primadonna's successful prior strategy, which saw the acquisition of key stores from the footwear chain Viamaestra.
This ambitious acquisition will be underpinned by Primadonna’s consistent revenue growth. For fiscal year 2025, the brand is projecting revenues of €96.3 million, marking a 2% increase. Tatarella expressed optimism about the company's financial trajectory, stating, "We’re swiftly heading back to pre-pandemic EBITDA levels.” However, he also highlighted upcoming challenges, including the retail sector’s national collective wage agreement, which mandates salary increases of 11-12% and is expected to cost the company approximately €3.5 million over the next three years. This impact will be further compounded by the recent abolition of tax relief for companies based in southern Italy, where Primadonna operates.
Tatarella conveyed his immense pride and satisfaction in Primadonna's journey over its first 25 years, emphasizing their "unique position with our target price in Italian footwear." Alongside his wife, Domy de Fano, who serves as the brand’s creative director, he has overseen the growth of the chain to 300 monobrand stores, with 185 of these being directly operated. This robust retail presence underscores the brand's established market leadership and direct engagement with its customer base.
Looking ahead, Primadonna's retail footprint is poised for further expansion within Italy, with 10 new store openings scheduled over the next 12 months. This expansion will kick off with a new location in Naples, a 56-square-meter store in via Luca Giordano, set to open its doors on October 15th. This store will feature the brand’s updated interior layout, already successfully introduced in Rome, Bari, and Monza. By the close of 2025, additional new addresses are planned for Modica, Bergamo, and Brescia, reinforcing Primadonna's presence across key Italian regions.
Globally, Primadonna currently distributes over 4 million items annually across a diverse range of countries, including Italy, Spain, Portugal, Luxembourg, France, Albania, Bosnia and Herzegovina, Serbia, and Montenegro. The coming months will see the brand extend its reach into new territories such as Lebanon, Libya, and Malta. Furthermore, Primadonna is actively exploring commercial partnerships in Southeast Asia, with Malaysia, Vietnam, and Indonesia identified as potential future markets.
In recent years, Primadonna has strategically diversified its product offerings beyond footwear to include apparel and leather goods, which now collectively account for 30% of its total revenue. Tatarella described their target customer as "glamorous, stylish women who won’t forgo comfort." The brand maintains a highly accessible pricing strategy, with products typically ranging between €49 and €69, and an average purchase value of €55. While some premium products can reach up to €170 in Italy, Primadonna consistently upholds its "democratic" market positioning.
For the upcoming winter season, Primadonna's collections will highlight pumps and boots, featuring a slightly retro aesthetic inspired by the early 2000s. The dominant color palette will include classic black, cream, burgundy, brown, nude, alongside metallic accents of gold and silver. Looking ahead to next summer, flat and high-heeled sandals will take center stage. These will be offered in a timeless array of white, nude, and black, complemented by seasonal hues such as mud, brown, and gold, ensuring a fresh yet elegant selection for customers.
