How Luxury Brands Like Prada Are Buying Historic Cafés

In an era where lifestyle sells as much as product, luxury fashion brands are no longer just selling clothes—they’re curating experiences. From curated coffee to confectionery heritage, companies like Prada see more than profit in old-world cafés. They see cultural capital. But why are global luxury brands suddenly acquiring century-old pastry shops? And what does an espresso have to do with a handbag?

Prada has just bought 80% of Pasticceria Marchesi, a 200-year-old Milanese pastry shop, continuing a trend where luxury players invest in historic cafés to sell a total ‘lifestyle’—not just products. Meanwhile, TOMS launched its own ethically sourced coffee brand, pledging to donate clean water for every bag sold.

Prada Acquires a Slice of Milan’s Pastry History

Last summer, Prada competed with LVMH for control of Cova, another iconic Milanese café and patisserie located in prime real estate—but lost. Undeterred, Prada has now succeeded in purchasing 80% of Angelo Marchesi Srl, the parent company of Pasticceria Marchesi. This historic pastry shop has been serving refined cakes and chocolates on Milan’s Corso Magenta street since 1824—nearly 40 years before Prada was even founded in 1913.

The acquisition signals Prada’s strategic intent: to reinforce the Marchesi brand within Milan, including near its flagship store at the Galleria Vittorio Emanuele II, and eventually expand it internationally. Prada itself boasts a 101-year legacy, but Marchesi offers something deeper—local authenticity, heritage craftsmanship, and a sweet symbol of Milanese identity.

TOMS Joins the Coffee & Cause Movement

In a related cultural shift, TOMS—the U.S. ethical fashion brand known for its “one for one” model—recently launched its own coffee brand. Each 12.99 USD bag of TOMS coffee promises to provide one person with a week’s worth of clean drinking water in water-scarce regions. The brand isn’t stopping at beans: it plans to grow its café locations, where customers can enjoy coffee alongside yoga classes, film nights, and craft workshops. TOMS stores also sell its shoes, eyewear, and now, coffee.

This move follows a broader trend among fashion and luxury labels aiming to offer holistic “lifestyles,” not just garments. For TOMS, coffee becomes another vehicle for social impact. For Prada, heritage patisseries like Marchesi offer a taste of timeless Italian elegance—perfect for branding that blends past and present.

Why Fashion Loves Coffee and Pastries

Luxury brands are targeting cafés and pastry shops to sell a vision of “la dolce vita”—the sweet life. Coffee and sweets represent more than indulgence; they’re social, sensory, and shareable experiences. By aligning with historic cafés, brands tap into local culture, craftsmanship, and a sense of place that mass-market retailers can’t replicate.

These acquisitions allow luxury labels to:

• Broaden their offerings beyond clothing into experiential retail
• Build emotional connections through food and community spaces
• Reinforce heritage narratives that align with artisanal values
• Attract younger consumers seeking authentic, values-driven lifestyles

Cafés like Marchesi or Cova are not just businesses—they are cultural institutions. For Prada, owning a piece of that history helps craft a narrative that’s about more than fashion—it’s about taste, tradition, and the art of living well.

Frequently Asked Questions

Which historic Milanese café did Prada try to buy before Pasticceria Marchesi?

Prada attempted to acquire a majority stake in Cova, another legendary Milanese café and pastry shop located in a prime city location, but lost out to LVMH in a competitive bid last summer.

What percentage of Pasticceria Marchesi’s parent company did Prada purchase?

Prada acquired 80% of Angelo Marchesi Srl, the company that owns Pasticceria Marchesi, a historic pastry shop in Milan.

How old is Pasticceria Marchesi?

Pasticceria Marchesi was founded in 1824, making it nearly 200 years old as of the acquisition. It has been serving pastries and chocolate on Milan’s Corso Magenta since then.

What is TOMS’ coffee brand initiative?

TOMS launched its own coffee brand with a commitment to donate one week of clean drinking water per bag sold (priced at $12.99) to communities lacking water access. They also plan to expand coffeehouse experiences including yoga, film, and crafts.

Where is Pasticceria Marchesi located?

Pasticceria Marchesi is located on Corso Magenta in Milan, Italy—a historically rich area and close to Prada’s flagship store in the Galleria Vittorio Emanuele II.

Why are luxury brands investing in cafés and pastry shops?

Luxury brands see cafés and pastry shops as ways to sell a complete lifestyle. These spaces offer cultural heritage, sensory experiences, and community engagement that align with modern consumer values beyond just material goods.

Recommended FrontStreet Beans for Café Culture

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