Extralandia debuts in Rome following success in Milan: a new chapter for a growing brand

Extralandia, the cosmetics and beauty brand that has rapidly won over Italian consumers, is making its grand debut in Rome at one of Italy's most prestigious retail locations: Rinascente. This exciting new chapter comes after the remarkable success of the pop-up store in Milan, which drew the attention of a wide and diverse audience, signifying a significant step in the brand's growth. The Extralandia pop-up store in Milan, located within the famous Rinascente department store, was a true phenomenon. The pop-up gained enormous popularity with an innovative concept and a unique range of products. The strategic location in the city's heart allowed the brand to be introduced to an increasingly broad audience, particularly young people and trendsetters seeking new shopping experiences.

The temporary yet impactful pop-up formula allowed Extralandia to quickly enter the market, creating a strong emotional connection with consumers, who were drawn not only to the quality of the products but also to the fresh, contemporary design. The success in Milan made it clear that Extralandia was ready to take the big step toward a more structured and lasting presence.

Now, Extralandia is ready to replicate the experience by opening a new space within Rinascente in Rome. The choice of location is no coincidence: Rome represents a key crossroads for the brand, where fashion, culture, and innovation meet. "We are delighted with these new steps for the brand, which we recently acquired but has already brought us great satisfaction. Thanks to the talent and creativity of Damn Tee, I believe Extralandia is positioned to become an iconic and reference brand. The journey continues. The road map includes reaching all the Italian cities where Rinascente is present", Serena Caimano, Pidielle's CEO, said.