Tosca Blu Eyes Global Leap with Ambitious Middle East and Asia Expansion Under New Leadership

Italian women’s footwear and accessories brand Tosca Blu is poised for significant international retail expansion, driven by an ambitious plan to enter key markets in the Middle East and Asia. The brand's strategy for this global growth combines franchising with selective distribution, aiming to establish a strong presence in new territories. Maria Sole Ronzoni, CEO of Tosca Blu, revealed that the project is slated to become operational in 2026, with target countries including the UAE, South Korea, Thailand, and India, despite the current global geopolitical instability. This expansion will be underpinned by a newly developed retail concept designed for international deployment.

This strategic pivot follows a recent generational handover within the company. Maria Sole Ronzoni, the young businesswoman, has assumed the role of CEO, succeeding her late father Giacomo, who founded the company in the late 90s. Her sister, Virginia, has stepped into the position of Creative Director. This transition has prompted a comprehensive reorganization within the company, which operates as part of the Minoronzoni group. As part of these changes, Tosca Blu has inaugurated a new showroom in Milan's prestigious Palazzo Serbelloni and is actively developing innovative marketing strategies to support its future initiatives.

Financially, Tosca Blu reported revenues of €12 million in 2024, contributing to the Minoronzoni group’s total revenue of €45 million. The brand has set clear growth targets, aiming for annual medium-term growth rates of 5%-10% in Europe, a more aggressive 20% in non-EU markets, and a substantial 25% for its online channels. Currently, the Italian market accounts for a significant 60% of Tosca Blu's revenue, with the remaining 40% generated internationally, primarily from Germany, Portugal, Spain, and Russia. E-tail revenue, which currently makes up 10% of the total, experienced a remarkable 75% increase in 2024, highlighting the growing importance of digital sales.

In terms of physical retail presence, Tosca Blu currently operates 15 monobrand stores, with 10 located in Italy. The brand also maintains several retail corners and engages in strategic partnerships with international e-tailers like Zalando. Looking ahead, Tosca Blu plans to accelerate its physical footprint by aiming to open three new monobrand stores per year, further solidifying its presence in key markets.

Beyond organizational restructuring, Tosca Blu is also refining its brand positioning to appeal to a new generation of consumers. The brand is embracing a "premium-affordable" positioning, carefully balancing accessibility with its established identity and history. Handbags are priced between €150 and €300, while shoes range from €120 to €250, reflecting this strategic focus. Furthermore, sustainability is becoming a core tenet, with the company preparing its next sustainability report. Maria Sole Ronzoni noted that Tosca Blu has embarked on a restructuring process to meet environmental standards and enhance control over its entire supply chain. This commitment is evidenced by the launch of a new handbag made from recycled materials, while the brand continues to predominantly use leather, which Ronzoni states is currently the "greenest material choice possible."

The generational handover has also significantly bolstered the brand’s digitalization efforts. Tosca Blu has partnered with a new e-commerce provider, Filo Blu, a collaboration that has already yielded "very significant revenue growth" in the online channel. The brand intends to continue investing heavily in digital platforms, acknowledging the increasing prevalence of technology among younger demographics. While physical stores remain important, Tosca Blu is committed to building a robust online presence to complement its retail strategy.

Maria Sole Ronzoni emphasized the unique dynamic of Tosca Blu as a "women-led team running a family business and dealing with a host of challenges." To reinforce this message of unity, strength, and determination, Tosca Blu has launched an upcoming fall/winter campaign dedicated to "contemporary Amazons." This deliberate choice aims to convey values of strength and independence, reflecting the personal experiences of the sisters who have traveled extensively for their studies and professions, embodying the spirit of "women of the world."