Starbucks Eyes Entry Into Coffee Stronghold Italy

For decades, Italy has remained one of the few major coffee markets untouched by Starbucks. Now, reports suggest the global coffee giant may finally be making a move into the country known for perfecting the espresso.

Yes, Starbucks is in discussions with Italian retail group Percassi about entering the Italian market, possibly launching stores by Christmas. While Starbucks has not confirmed anything officially, local media indicate the talks are active and progressing.

What’s Driving Starbucks’ Interest in Italy?

Despite being the birthplace of espresso and home to some of the most discerning coffee drinkers in the world, Italy remains one of the few Western nations without a Starbucks. The company has long viewed the Italian market as both a challenge and an opportunity—a chance to introduce its global coffeehouse concept to a culture steeped in café tradition.

Starbucks sees potential in adapting its brand to Italy’s urban centers, offering not just espresso, but a broader menu including teas, food, and its signature upscale café environment. It’s a test of whether international coffee culture can coexist with Italy’s deeply rooted coffee rituals.

Who Is Percassi, and Why Are They Involved?

Percassi is a major Italian retail and real estate conglomerate based near Milan in Bergamo. The company owns Kiko, a cosmetics chain with over 700 stores across Europe and the United States, and also holds the Italian license for Victoria’s Secret.

The firm’s diverse portfolio and strong retail footprint make it a logical local partner for Starbucks. Percassi would likely handle real estate, logistics, and possibly some operational elements—helping Starbucks navigate the complexities of entering such a unique coffee market.

What’s Known About the Current Talks?

According to Italy’s Corriere della Sera (via Reuters), Starbucks is in negotiation with Percassi, with an expected agreement potentially reached before Christmas. However, Starbucks has officially downplayed the rumors. A spokesperson stated: “These are just rumors and speculation—we don’t comment on them.”

No formal announcement has been made, and details such as the number of planned stores, locations, or branding adaptations remain unconfirmed. Still, industry observers note that the mere existence of talks signals serious intent from Starbucks.

Why Hasn’t Starbucks Opened in Italy Before?

Italy’s coffee culture is famously insular. Locals prefer quick, standing espressos from traditional bars, often for less than a euro. The country has a deeply ingrained café ritual that prioritizes speed, simplicity, and a specific style of preparation that differs markedly from the American coffeehouse experience.

Starbucks’ larger format drinks, seated service, and premium pricing have historically been seen as at odds with these norms. That hasn’t stopped the company from eyeing the market for years—it’s more a question of finding the right approach and local partner.

Frequently Asked Questions

Is Starbucks really planning to open in Italy?

Starbucks is reportedly in talks with Italian company Percassi about opening stores in Italy, but nothing has been officially confirmed. A Starbucks spokesperson called the news “rumors and speculation,” though local media, including Italy’s Corriere della Sera, say an agreement could be reached by Christmas.

Who is Percassi, and what role would they play?

Percassi is a major Italian retail and real estate company based in Bergamo, near Milan. It owns the Kiko cosmetics chain and the Italian license for Victoria’s Secret. It is believed to be the potential local partner helping Starbucks enter the Italian market, likely handling real estate and operations.

Why hasn’t Starbucks opened in Italy yet?

Italy has one of the world’s most established and traditional coffee cultures, centered around quick espresso consumption in local bars. Starbucks’ sit-down, premium-priced model has traditionally been seen as incompatible with Italian coffee habits, making market entry difficult until now.

Could Starbucks succeed in Italy?

If Starbucks adapts its offering to local tastes—perhaps by emphasizing its food menu, offering premium espresso experiences, or targeting tourist-heavy areas—it might find a niche. But success isn’t guaranteed given the strength of local café culture.

How many Starbucks locations are there globally?

As of recent data, Starbucks operates thousands of stores worldwide, but Italy has remained one of the few major Western markets without a presence—making potential entry a significant milestone.

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