Italian Sevenbell Group is opening its fourth monobrand Roy Roger’s boutique in Rome in Via del Babuino 153 C, after the recent inauguration of the store in Naples. Two additional openings are already planned for 2014 – in Moscow in February and in Milan in March.

“Being in Rome, in the heart of a city internationally renowned for its culture and history, represents for us a growth not only in the domestic market but in the world,” confirms Niccolò Biondi, CEO. “Shortly we’ll be opening in Milan and in Moscow, continuing along the strategic path that, at the end of November, also schedules the launch of e-commerce in December through which we aim to notch up a further 20% on turnover in 2014.”

Strictly aligned with the design concept – anchored to the past while heading to the future – in the Rome boutique modern elements emerge with simplicity in a context characterised by the retrieval of an ancient palazzo in brick and travertine. A magnificent wooden spiral staircase, with cast-iron balustrade and wooden handrail, is subtly striking, accentuating the verticality of the premises, divided by arches and framed with bands of dark oak. Shelves of solid wood made from old late 19th-century casks display jeans, jumpers, shirts, t-shirts and accessories, while pants, suits and jackets are displayed on modern racks of white steel. The flooring in grey resin is alternated with sections in old wood, identifying these as the areas of the “tailor-made jeans” service.