Gioydea (Italy)

In October 2021, the twice winner of Stelle - Italy’s Best Shop Awards, relocated a few numbers down from its original site on one of Milan’s most elegant downtown streets. A store with a true history, it first opened as far back as 1904 as a “traditional haberdashery” and the most recent makeover, entrusted to restyling experts PiùStore, has made sure to keep the space’s original and refined atmosphere intact. Walking into the first room we are met with an eclectic display of women’s and children’s fashion. Here, the refurbishment has brought to light the original brick walls and a fireplace typical of the historic Milanese buildings of the time. The brands on offer are meticulously selected by Dea Pasetti, heart and soul of the boutique, and its owner in partnership with Giovanni Carissimi since 1998. The intriguing location presents two more rooms. One offering a show of men’s underwear and men and women’s sleepwear, beachwear and hosiery; the other, laid out with two corner displays presenting silk intimates and lingerie sets. Customers will be intrigued by a selection of items which will further enrich their wardrobe: from accessories, hats and braces, to lace and embroidery appliques, alongside everything required for boutique-tailored intimates and swimwear. There is no doubt that Dea’s expertise and passion in the field keep the craft alive. With her gaze firmly set on the future she is constantly scouting and offering all that’s new (including creations from her own brand), customized service and modern communication strategies, alongside e-commerce. Welcome back Gioydea!
❤ We love the warm hues of the wooden flooring and stylish dressing rooms.

AMONG THE BRANDS OFFERED
Lingerie sets Ritratti Milano, Paladini, Imec, Chantelle, Maison Lejaby, Lisanza, Wacoal, Wolford, Verdissima, Hanro, Cosabella Nightwear Imec, Jaloe, Laurence Tavernier, Vivis Milano, Hanro, Paladini, Ritratti Milano Loungewear Max Mara Leisure, Hanro, Oscalito, Lisanza Shapewear Wacoal, Wolford, Imec Hosiery Gallo, Wolford, Pierre Mantoux, Girardi, Philippe Matignon, Burlington, Blueforêt, Collegien Swim, beach & resortwear DnuD, Maryan Mehlhorn, Lidea, Charmline, Ritratti Milano, Pierre Mantoux, Imec, Fisico, Max Mara, Verdissima, Miss Bikini Luxe, Laetitia Beachwear, Feel Me Fab, Mineo Mare Pietrasanta Ready- to-wear Velvet Accessories Gallo, Grevi, Alpo Milano, Laurence Tavernier, Story Atipic, Frangipani, Emanuela Biffoli Men’s Gallo, Burlington, Falke, Blueforêt, Perofil, Julipet, Hanro, Zeybra Portofino, Cigno, McAlson – and a vast selection for children and infants.

Sales area: 525 sqft Number of stores 2 (Milan, Italy)
Online store www.gioydea.com