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The encyclopedia · Strategy & Leadership · Strategic decision · 2015–2020

10 Corso Como closed New York, Shanghai and Tokyo — a rival retailer bought in

The Milan concept store fought a tax-debt bankruptcy petition in 2015, shut every overseas outpost by 2020, and was rescued by Tiziana Fausti's JV.

10 Corso Como · Dieci srl · 2020-09-03

What happened

Carla Sozzani opened 10 Corso Como in Milan in 1991 — part gallery, part bookshop, part café, part store — and it became the template for the concept store, expanding to Tokyo, Seoul, Beijing, Shanghai and New York. The price showed in September 2015: the operating company Dieci srl faced a bankruptcy petition from Italy's tax collector over €4.67M of unpaid taxes. A settlement at the end of the month saved it.

The overseas empire then folded in reverse order: Beijing in 2017, Shanghai in 2019, New York in April 2020 as the pandemic hit. The Milan building itself had been sold to new landlords in 2017, and eviction risk hung over the flagship while the accounts stayed in the red. By 2020 the store that defined independent fashion retail was a single location with 'recurring rumours about its future.'

On September 3, 2020, retailer Tiziana Fausti — chair of the holding company behind her own multi-brand empire — announced a joint venture to take the brand forward; Sozzani stayed as founder and cultural lead, and the plan became '10 Corso Como-the-global-shop' again, this time through department-store partnerships instead of owned flagships.

Why it happened

  • The concept's magic was site-specific; exported abroad it ran flagship costs without the Milan footfall to pay for them.
  • The tax-debt petition showed a business funding its expansion on unpaid bills; the settlement bought time, not a new model.
  • The landlord sold the building under it in 2017 — a store that is its own brand cannot afford not to control its ground.
What it costall foreign stores closed; rescue JV requiredcostly

The lesson

A concept store exports as a name but not as an economics — the Milan original survives on the city around it; the branch abroad survives on the landlord's patience.

Aftermath

Under Fausti the brand returned to double-digit growth by late 2024 — shop-in-shops at Printemps and Lodenfrey, openings planned from Doha to Prague — while Sozzani kept the gallery and the cultural side.

Sources

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