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July 22, 2009updated Feb 08, 2013

Brioni Opens Boutique in Dubrovnik

By Pardhasaradhi Gonuguntla

Brioni continues to take Eastern Europe and Western Asian by storm – following its Croatian debut in Zagreb earlier this year, the legendary Italian brand has opened a boutique in resort oasis, Dubrovnik. Housed inside the Old Town’s Exclesior Hotel, the store features both men’s and women’s fashions.

The prestigious hotel, once host to people such as Queen Elizabeth II, Roger Moore, Elizabeth Taylor and Richard Burton, epitomizes the charm and allure of the Riviera and such towns as Portofino, Capri, and Cannes, where the brand has long-established stores, according to Brioni’s CEO Andrea Perrone. Part of the brand’s expansion into Eastern Europe and beyond – including such locations as Baku, Azerbaijan; Almaty, Kazakhstan; and Beruit, Lebanon – the boutique combines Brioni’s history with its trail-brazing tradition.

“The first time Brioni went beyond the Adriatic was in 1971 for a fashion show in Zagreb and in Trogir in Dalmatia,” Perrone said in a press release. “It proved how much of the company has always been a pioneer in the world of fashion.”

A slice of the Mediterranean on the growth fast-track, Croatia and nearby “new riviera” is budding with hotel plans and luxury inquisitions. With hotels and resorts come fashion houses, and Brioni, as expressed by Perrone, wants to be a leader in the formation of the affluent destination.

“At the moment growth in this part of Europe is a very interesting prospect for Brioni,” Perrone said. “Our name is profoundly linked to this part of the world: the Brioni islands were one of the most exclusive resorts in the first half of the twentieth century and the reason behind calling ourselves Brioni.”


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