Prada buys Milan century-old dessert coffee time-honored brand without food, unfashionable feeling, fashion and romance

Sweet life (La Dolce Vita) must be both "beautiful" and "sweet", and more and more luxury brands are associated with dessert / cafes.

Prada acquires a century-old dessert brand in Milan

Last summer, Italy's Prada and French luxury goods boss LVMH Group fought a fierce battle for control of Cova, a famous cafe and pastry maker in Milan's prime location.

Prada acquires a century-old dessert brand in Milan

However, Prada has not given up the idea of buying a dessert brand: according to the Daily Telegraph, Prada finally announced yesterday that it had successfully acquired an 80 per cent stake in Angelo Marchesi Srl, the parent company of Pasticceria Marchesi, another Milan pastry shop with a history of nearly 200 years.

Prada acquires a century-old dessert brand in Milan

Prada itself has a history of 101 years, but Pasticceria Marchesi has a long history, serving fine pastries and chocolates to Milanese on Corso Magenta Street as early as 1824.

Prada said in the announcement that Marchesi represents the essence of Milan and will strategically strengthen its brand in the future, not only to expand its business in Milan (including the location of the flagship store of Prada Emmanuel II arcade), but also to enter the international dessert market.

Just a few days ago, the famous American fashion brand TOMS (famous for buying and donating one) also announced the launch of its own coffee brand, following the usual concept of public welfare. TOMS said that for every bag of coffee powder priced at US $12.99, he would donate clean drinking water for a week to a person in an area where drinking water is scarce.

The famous American fashion brand TOMS announced the launch of its own coffee brand.

TOMS also plans to expand its coffee shop business. Its model cafe in Venice, Calif., offers not only coffee drinks, but also yoga classes, movie parties and craft workshops, as well as its own shoes, glasses and newly launched bagged coffee powder.

In order to attract a new generation of consumers, more and more luxury and fashion brands are not willing to simply sell clothing goods and are trying to package and peddle the whole concept of "good lifestyle", and exquisite coffee and desserts are an excellent match.

Source: men's happy life