Napapijri is entering Mexico in partnership with El Palacio de Hierro, opening two franchised monobrand stores inside the department store group’s Santa Fe and Satélite units in Mexico City.
Napapijri was founded in Aosta at the foot of Mont Blanc as a maker of technical travel bags inspired by polar exploration, and its name comes from the Finnish word for the Arctic Circle.
The move marks the brand’s first serious push in Latin America, with the Europe, Middle East and Africa region remaining its core market.
Brand president Valentina Visconti Prasca said the market shows strong affinity for Napapijri’s lifestyle segment, with a consumer base closely aligned with its customers around the world.
The Italian outdoor brand, founded in 1987 and part of the VF Corp. portfolio, will also debut nine shop-in-shop units at other El Palacio de Hierro doors in Guadalajara, Monterrey and Mexico City.
