Massimo Dutti is significantly expanding its footprint, opening flagships in several fashion capitals around the world in a three-month period.
The elevated classics brand from Inditex, parent company of Zara, opened stores in Copenhagen and Los Cabos, Mexico, in July and Seoul in August, followed by units in Rome and Milan earlier this month. Next up is New York’s SoHo, followed by Shanghai at the end of the month.
All told, the company operates more than 500 stores in 76 markets around the world, and each is designed to reference the city in which it’s based.
“Each location has its own character, but the ambition is consistent: to create a store that expresses the brand with clarity and feels relevant to our customer and its city,” said Alicia Gonzalez, global commercial director of Massimo Dutti.
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She described Massimo Dutti as a brand with “a clear point of view: understated sophistication, timeless design and exceptional quality. It is expressed through both precise tailoring and relaxed essentials, and resonates with customers across markets who are looking for a versatile wardrobe designed for everyday life.”
She said the company chooses its expansion sites “selectively, guided by customer demand and the quality of each commercial opportunity. This is the [strategy] we are following in the U.S. and the store that we are opening in SoHo is a remarkable example. In every market, our priority is to find the right location to present Massimo Dutti at its best and deliver the experience customers expect.”
Among the services offered in the new stores are scan and shop, reserve in store, assisted online ordering, style advisers and concierge services. Each of the new shops also embraces the company’s Art in Progress initiative, where it partners with artists in each market to create experiences that reflect the cultural identity of each city.
In the SoHo store, which is slated to open Oct. 23, Massimo Dutti has commissioned artist Steven Sebring to create a photographic exhibition centered around Patti Smith.
Going forward, Gonzalez said the expansion will continue, with plans to enter new markets including Norway, where it will open a store in Oslo, “alongside other expansion projects that will extend our international reach while allowing us to introduce Massimo Dutti in a way that is relevant to each market.”
Massimo Dutti was founded in Spain in 1985 as a men’s brand. It added womenswear in 1995. For the first half ended July 31, the brand had sales of 988 million euros, up from 895 million in the first half of 2025. The Americas is the company’s second-largest market outside Europe, accounting for 17.9 percent of overall sales.
