The Benetton Group’s multibrand store concept Playlife has announced plans to continue its expansion in Italy. There are now ten new Italian Playlife concept stores with the recently redesigned Milan location at Corso Vercelli 8 and the newly opened shops in Pistoia, Chieti and Empoli.

A laid back, at-home atmosphere characterizes the company’s new concept, which offers Playlife brand items as well as Jean’s West, Killer Loop, Anthology of Cotton and other research brands and items such as foldable bikes by Tern, innovative cameras from Lomography and various other gadgets.

Another store is set to open in Ferrara by November and by mid-2013 the company aims to have reached a total of 30 new spots in Italy. 130 locations already exist in Europe with future expansion plans set for France, Germany, Scandinavia and the UK.