Tosca Blu set to boost retail growth in Middle East, Asia

Italian women’s footwear and accessories brand Tosca Blu is set to turbo-charge its international retail growth. The brand is deploying an international expansion plan that includes entering the Middle East and Asia via a strategy combining franchising and selective distribution.

“We have recently developed our new retail concept. Our goal is to deploy it into countries such as the UAE, South Korea, Thailand and India. The global geopolitical context is unstable, but the project is set to become operational in 2026,” said Maria Sole Ronzoni, CEO of Tosca Blu, speaking to FashionNetwork.com.

The young businesswoman has recently taken charge of the company founded in the late 90s by her father Giacomo, who passed away in February. Her sister Virginia has assumed the creative director role.

The generational handover has triggered a reorganisation within the company, which is part of the Minoronzoni group. “We have inaugurated a new showroom in Palazzo Serbelloni [in Milan], and we’re working on new marketing strategies,” said Ronzoni.

In 2024, Tosca Blu generated revenue of €12 million, while the Minoronzoni group’s total revenue was €45 million. The brand is targeting annual medium-term growth rates of 5%-10% in Europe, 20% in non-EU markets, and 25% online.

The Italian market accounts for 60% of Tosca Blu’s revenue, while the remaining 40% is generated abroad, with Germany, Portugal, Spain and Russia its main markets. E-tail revenue currently accounts for 10% of the total, and increased by 75% in 2024.

Tosca Blu operates 15 monobrand stores, 10 of which in Italy, as well as several retail corners and partnerships with international e-tailers like Zalando. It is aiming to open three new monobrand stores per year.

As well as reorganising the company, Tosca Blu is changing its brand positioning, and is increasingly keen to capture a new generation of consumers. “We’re focusing on a premium-affordable [positioning], without losing sight of Tosca Blu’s identity and history. Our handbags are priced between €150 and €300, while shoes range from €120 to €250,” said Ronzoni.

The company is preparing its next sustainability report. “We have embarked on a restructuring process to meet environmental standards and have greater control over our entire supply chain. We’ve launched a novelty handbag made in recycled material. Our products are mainly made of leather, currently still the greenest material choice possible,” said Ronzoni. 

The generational handover has also boosted the brand’s digitalisation efforts. “We have a new e-commerce partner in Filo Blu. Since we started collaborating, we’ve seen very significant revenue growth in this channel. We’ll continue to invest on digital. Technology use is becoming increasingly widespread in young people. Our stores are important, but we want to have a strong online presence,” said Ronzoni.

“We’re a women-led team running a family business and dealing with a host of challenges,” she underlined. To further its message of unity and determination, Tosca Blu has released a campaign for next fall/winter dedicated to contemporary Amazons. “A deliberate choice to convey strength and independence. We have travelled extensively, for our studies and in our profession. We have always been women of the world,” concluded Ronzoni.