Box 86 - The Denim General Store is a specialized denim, outdoor and sportswear store, which was founded in 1975 and since then has focused on these specific segments. “Our customers like to buy brands, though they recognize our passion for true US outdoor and authentic brands,” comments owner Carlo Guglielmino. “For this they trust us and continue buying here.” Interview by Maria Cristina Pavarini

What are the current bestsellers and why?
Our bestsellers are mostly denim brands, because we have always focused on this market segment successfully. Generally speaking, our number one bestselling brand is Stone Island, because it is appreciated by a very transversal type of consumer – from soccer fans to professionals. Red Wing is another bestselling brand because it is a true Made in the US brand. Also very successful are Cycle and Edwin, because they are very fashion-driven. Scarti-Lab is also appreciated, because it is a most researched and niche brand.

Entrance to Box 86 - The Denim General Store
Entrance to Box 86 - The Denim General Store
Do people buy according to their favorite brand, style, or impulse?

Most of our clients are guided by brands, most different ones – not necessarily only the most renowned ones. And since our great passion are authentic outdoor US brands, they also like our approach, what we offer and suggest to them. They are often impressed by how we convey great stories made of quality and tradition supported by innovation and research. For this they like to be guided and advised by us.

Where do you order from? How do you inform yourself about trends?
We mostly follow emotion, sensation and passion. We love our work and we do our best in order to avoid making mistakes.

Store imrepssions from Box 86
Store imrepssions from Box 86
How important is the communication with regular customers? How do you communicate with them?

Our relationship with our customers is similar to a family. We like to approach our consumers like this because that’s how we like it. Though, we don’t despise to communicate through social networks.

How do the collections you offer for next fall/winter look like and what will be the most important trends you will focus on?
We love US outdoor brands and lifestyle. For this, also this year, we will continue offering historical brands such as - just to name some - Filson, Red Wing, Pendleton as well as Stone Island, Museum, Edwin and Cycle.

The store name Box definitely fits the concept
The store name Box definitely fits the concept
Did you add any new labels to your assortment?

Since last season, we added two brands from small companies we like for their great passion for research, attention to details and love for authenticity. They are Scarti-Lab and Tellason.

What do you like about your customers?
As I said before, they trust us and our expertise. For this we appreciate how they let themselves being guided and advised by us.

Box 86 is a denim and sportswear institution in Genoa since 1975
Box 86 is a denim and sportswear institution in Genoa since 1975

How does your store differ from other stores? How important is the interior, the atmosphere and the whole package?
Our store’s interior is the result of 40 years of market researching. A store’s image is absolutely important. Our store’s atmosphere is very familiar and represents what we are, a distinguishing mark our clients recognize and continue to be recalled by. This store measures about 250 sqm and is still decorated like an old US emporium, all covered and furnished with wooden elements. It still looks like my father, the founder of this store, built it in 1975. Many insiders visiting us say that having left it how it was makes it different from all other stores, since it continues to make everyone feel welcome and at ease, differently from most modern ones which are decorated with steel cold elements. There are no more stores like this – and this makes us feel proud of it.

Box 86-The Denim General Store
Piazza della Vittoria
I-16121 Genoa
+39 010 580054