Offering an always evolving product mix of sophisticated pret-à-porter and premium sportswear brands is key for the established group of Dei stores in Pisa, a well-known tourist destination in Tuscany, Italy. Owner Andrea Dei explains how a combination of exclusivity, quality, style and price are what their most affectionate clientele looks for. Interview by Maria Cristina Pavarini

What are the current bestsellers and why?
This season we just sold parkas with fur trimmings, wool coats, boots and vintage-style sneakers and, as usual, colorful knitwear characterized by innovative and cool silhouettes. These items sell well because they are very practical, durable and trendy.

Do people buy according to their favorite brand, style, or impulse?
Brands always play a major role. Though I think our customers especially appreciate our brand mix, our ability of matching historical brands with emerging new ones, always creating interesting and trendy looks.

The Dei store in Pisa from the outside
The Dei store in Pisa from the outside
Where do you order from? How do you inform yourself about trends? How important is the communication with regular customers? How do you communicate with them?
Thanks to our job we can travel much and visit many important cities worldwide, where we get much inspiration and capture next trends. Also shows and trade shows are very important sources for our research.
Our shop windows, our product offer and salespeople presenting them are our best media. In the last years internet helped us employing social networks and helped us communicating with our younger customers.

How do the collections you offer for next season look like? And what are most important trends, in general?
Lots of colors – for both men and women – will play an important role as well as a significant return to black & white. The keyword for the season will be “good taste”. Among most important trends, generally, there are skirts for women and deconstructed jackets for men. For the youngest, oversize printed t-shirts and referring to footwear sneakers will be still strong.

Inside the Dei store in Pisa
Inside the Dei store in Pisa

How do you choose the products you offer to your most affectionate clients?
The types of products have to have many characteristics today. The four most important ones are exclusivity, quality, style and price.

Did you add any new labels to your assortment?
For instance, by visiting the last edition of White Milano we noticed a new brand, Technology by D.A.T.E., a new sneaker project that is 100% Made In Italy and aimed at a very young clientele. We will include it among our new entries.

How does your store differ from other stores?
Our Dei Uomo, Dei Donna, Il Cavallo Donna and Il Cavallo Uomo stores have a long history and expertise that can satisfy the needs of our customers who love to combine a classic image with innovation and trendiness. Every store plays with unique details and offers ideas for always new and cool looks. Our stores offer its clients a wide range of sophisticated brands from high-research women’s and men’s upper sportswear and pret-à-porter brands such as Golden Goose, Duvetica, D.A.T.E., Acne, Woolrich, Rick Owens, Dries Van Noten, Ann Demeulemeester, Blumarine, Ralph Lauren, Marsell, Paul Smith, Maison Martin Margiela, and Comme des Garcons.

At Dei Uomo in Pisa
At Dei Uomo in Pisa

What do you like about your customers?
We like that they let us experiment with them and test new proposals that often become hot bestselling pieces.

How important is the interior, the atmosphere and the whole package? How do you approach your customers?
We invest a lot into shop window decors and interior decors. We accurately take care of every single detail and create a comfy, welcoming, innovative and intriguing scenery in each of our stores. Uniqueness and exclusivity are key.

Dei & Il Cavallo

Dei Uomo
Via borgo stretto 50, Pisa, Italy

Dei Donna
Via Borgo Stretto 56, Pisa, Italy

Il Cavallo Donna
Via Borgo Stretto 16, Pisa, Italy

Il Cavallo Uomo
Via Borgo Stretto 13, Pisa, Italy

+39 05 0580346