Prada’s taste is changing, just like other luxury powerhouses they are branching out to serve biscotti, pastry and cappuccino around fashion. Italian fashion house yesterday announced the purchase of 80% stake in Milanese pastry shop, the Pasticceria Marchesi. Well established Marchesi had its beginnings almost 200 years ago in 1824.
Last June Prada lost out to French luxury giant LVMH Group in a battle to buy another celebrated Italian pastry shop, Pasticceria Cova on via Montenapoleone. With this acquisition Prada joins the trend of investing in haute snacks. Others already in the pasta and buns business include Roberto Cavalli with Cavalli Caffès and Gucci with several cafés in Tokyo, Florence, and Milan.
Miuccia Prada’s husband, Prada CEO Patrizio Bertelli, said “Marchesi represents a symbol of Milanese excellence and I am happy we have stipulated this agreement with the family that founded the historic brand.” He also added they have no plans to mess with traditional pastries and high quality chocolates Marchesi offers to its loyal customers.
Eager to get a fabulous start for the new venture, a special Prada Café will be on duty during the Pradasphere event at Harrods in London in May.