La Redoute opens a subsidiary in Italy and appoints Loredana Fartade, Country Director

As part of its 2026 strategic plan “The Great R”, La Redoute aims to increase the share of its international activities significantly. Already operating for several years with great success in Italy from France, La Redoute accelerates and is now opening a subsidiary located in Milan, managed by Loredana Fartade.

In 2022, La Redoute’s international activities represented more than 35% of its turnover. In addition to the international website laredoute.com, La Redoute already has subsidiaries in Europe : Belgium, UK, Switzerland, Portugal and Spainor several years. These local presences have enabled the brand to strengthen its positioning and take market share.

Italy, a strategic market

La Redoute has so far marketed its Fashion and Home Decoration offer in Italy on a digital model managed from France and has recorded great growth in recent years.  The digital market is booming in the country, and therefore the brand decided to capitalise on this dynamic by opening a subsidiary in Milan to conquer the market with a brand strategy strongly oriented on Home Decoration. Sales are mainly driven by the brands developed by La Redoute : AMPM, La Redoute Intérieurs and La Redoute Collections, but also by partner brands offered on the site.

Setting up to better shine

In the fast-growing Italian digital market, the local team of 6 employees will be responsible for carrying out La Redoute’s ambitions. With the opening of this new subsidiary, the Italian customers will benefit thanks to a closer and a deeper knowledge of the market, customers, competitors and local partners. The pillar of this new phase of growth is to strengthen the value proposition, the level of service and the experience of Italian customers. By middle term, la Redoute plans to capitalise on new areas of development: its B to B offer, its marketplace offer, but also through a physical presence (popup stores and stores).

“We are ready to fully exploit the opportunities of the Italian market by installing a local team, which will be even closer to our customers and suppliers. Our international development model is well established and virtuous. After having established the brand from France, we will accelerate thanks to our new subsidiary. Step by step, we are moving forward in accordance with our strategic plan.”  Philippe BERLAN CEO of La Redoute

Loredana Fartade appointed Country Director of La Redoute Italy

With a degree in International Economics and Management from Bocconi University in Milan, Loredana has developed international and e-commerce experience throughout her professional career, notably at Aosom, Veepee and Christian Dior. Loredana said : “I am proud to take up this challenge and start a new adventure at La Redoute. With the new brand image, I want to make La Redoute the most iconic lifestyle brand in Italy, bringing a French touch to Italian homes. With the opening of this office in Milan, we want to be closer to our customers and their needs, because customer orientation is one of the pillars of La Redoute’s vision.”

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