K-Way®, the renowned rainproof jacket born in 1965 in Paris and today part of BasicNet Group’s portfolio, has just opened a new monobrand store in the very heart of Milan’s shopping area, in via Ugo Foscolo 8, near the prestigious Galleria Vittorio Emanuele II.

The 116sqm store offers apparel and accessories for men, women and kids. The outside of the store uses high-tech plasma monitors to inform customers about special offers and prices offered in real time. Inside the store clients can also use the special devices in order to get all information on every article offered by the store such as prices, discounts, colours and availability.

The store decoration uses traditional materials such as wood and iron, matched with technological elements – as often happens within BasicNet Group’s own monobrand stores.

This new opening represents a significant step forward for the brand that registered +30% sales in 2013, compared with 2012 – both in Italy and abroad. To date, K-Way has opened 13 monobrand stores, including a store in Paris on central Rue de Charonne, and a store in Taipei on Zhongxiao East Road, both opened in September 2013, and a boutique in New York in the Soho district, opened 2012.