Abstract

This paper investigates the case of Luisaviaroma, an emblematic company that pioneered online business in the luxury fashion sector. Founded in Florence (Italy) as a physical retailer, it used its stores as a springboard to animate an e-commerce platform, transforming itself over time into a digital enterprise. Today its sales derive almost entirely from the online business. Despite this, the physical Luisaviaroma stores still play a strategical role: they are integrated in the online business, acting as the basis of omnichannel strategies. The paper investigates Lui­saviaroma’s business integration and related practices of omnichannel management.