Prada, the Italian luxury label, has purchased a famed Milanese pastry business in a new expansion.
Founded in 1824, the Pasticceria Marchesi is one of Milan’s most famous pastry shops. Now it has been aquired by Miuccia Prada, whose company has taken an 80 percent stake in the business.
“Marchesi represents a symbol of Milanese excellence and I am happy we have stipulated this agreement with the family that founded the historic brand,” explained Miuccia’s husband, Prada CEO Patrizio Bertelli. And fans of the store’s traditional pastries and high quality chocolates needn’t fear any hasty changes or rebrands: “our goal is to collaborate in an effective manner in its development and in full respect of its tradition,” Bertelli added.
The move comes as part of the brand’s wider expansion policy in the Italian fashion capital, including the financing of the restoration of the famed Galleria Vittorio Emanuele next to the Duomo, which will also house the Fondazione Prada exhibition space.
And it’s also part of a bigger trend which sees fashion companies investing in upmarket snacks. Roberto Cavalli has opened a number of Cavalli Caffè locations, while Gucci also has cafés in Tokyo, Florence, and Milan. A special branded Prada Café will appear as part of the upcoming Pradasphere event at Harrods in London in May.