Rhetori Opens First Flagship Store in Milan

The Rise of Retori: A New Flagship in Milan

Retori, a fashion brand that made its debut just a year ago, is already making waves with its expansion plans. The brand is set to open its first flagship store in Milan next month, marking a significant milestone in its journey. Located on Via della Spiga 48, the store is situated in the heart of the city's luxury district, near Via Montenapoleone. This two-level space, called Salotto Retori, will open on January 16 during Milan Men's Fashion Week.

The opening will be part of the seasonal event's calendar, which is expected to be released soon. In addition to retail space, the store will also feature offices and an exhibition area. According to Salma Rachid, founder and creative director of Retori, the concept was imagined as a "living dialogue." It brings together what the brand holds close: art, craft, stories, and the subtle beauty of human connection.

"Salotto Retori invites you to slow down, to feel, to engage, not just with the pieces, but with something within yourself," Rachid said. "We built it to resonate, to offer a quiet kind of wonder that stays with you long after you have left."

This new store follows the brand's recent retail debut in the Middle East last month. Retori partnered with Ounass, a luxury e-tailer in the region, to launch its sophomore collection titled Chapter 02. The collection was unveiled on the retailer's e-commerce site, and Retori also took over Ounass Maison, a physical shopping suite located at Dubai's Mandarin Oriental Jumeira.

Expanding Horizons

Founded in 2024 by Rachid, Retori is centered around dialogues with a diverse community of artists who each season inform its collections. For the Chapter 02 womenswear and menswear ranges, the brand worked with Dutch-Indonesian artist Miko Veldkamp. Zaccheo Manzoni, CEO of Retori, described Salotto Retori as a bridge between the brand's artistic ethos and its business expansion.

"The Milan opening marks a milestone that further cements the relationship with our audience and community in a meaningful way," Manzoni said. "It offers a full universe of experiences that express what Retori truly stands for: authenticity, curiosity, and a conscious sense of luxury."

Salotto Retori will host various events such as art exhibitions, creative workshops, private dinners, and immersive performances. These activities are designed to contribute to the cultural resonance of the brand in Milan.

A Unique Store Concept

The store concept was developed by Locatelli Partners, founded by famed architect Massimiliano Locatelli. The design fuses Japanese, Brazilian, and European elements. Natural woods, sculpted stone, aged bronze, and tactile ceramics are featured in an environment dominated by earthy tones, including warm sands, parchment, and sun-washed neutrals.

The Chapter 02 fall 2025 collection was unveiled in July during Paris Couture Week, weeks ahead of its arrival in select global boutiques and on the brand's official website. This strategy was aimed at strengthening the brand's relationship with its customers, according to Manzoni.

Retori presented its debut collection in September 2024 during Milan Fashion Week. The collection was picked up by around a dozen stores worldwide, including a pop-up at Harrods in London; Istanbul department store Beymen; Takashimaya in Tokyo; Stanley Korshak in Dallas, and the Al Duca d'Aosta boutique in Venice.

Chapter 01 was the result of the first two dialogues with African American textile artist Diedrick Brackens and El Salvador-born painter Daniella Portillo.

A Family Legacy

The designer is the daughter of Rachid Mohamed Rachid, who established Alsara Investment Group in 2017. The brand is controlled by this luxury group, which includes fashion and outerwear brand Khrisjoy; design venture Fromm; eyewear company Akoni, now called AKN Group; investor Bidayat; Egypt-based jewelry brand Azza Fahmy; accessories label Okhtein, and Flyroom.

Alsara is also said to be reviving the label of Walter Albini, one of the founders of Italy's ready-to-wear. As reported, the investment firm is among a pool of investors that acquired luxury Italian furniture firm Giorgetti Group alongside asset management firm Solida Capital and Vivium from Italian private equity group Progressio SGR, which had run the group since 2015.