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Dominique Muret Translated by
Roberta HERRERA Published
February 22, 2025
Marking the occasion of Milan Fashion Week, Serapian has revealed a collection inspired by Japan and disclosed plans for an expansive new flagship in the nation that stands as its primary market. The historic Milan-based Italian leather goods brand, now under the umbrella of the Swiss Richemont group since 2025, is poised to inaugurate its first major international flagship.
Destined for a prime location, this flagship will occupy a 250-square-meter, three-storey former mansion in Tokyo's Ginza district, with a grand opening slated for June.
"We're going to recreate a Milanese house in the center of Tokyo, with not only our product range but also a workshop offering a made-to-measure service," shared CEO Maxime Bohé.
"Japan has exhibited remarkable growth and remains our leading market, followed by Italy, the United States, and the Middle East. We already have three stores there, in Tokyo, Osaka and Nagoya,” he added.
These boutiques complement the five others operated globally by the fashion house (spanning Milan, Rome, New York, and Abu Dhabi). The brand also enjoys a presence in premier department stores and selected high-end retailers, including Tiziana Fausti in Bergamo, Bergdorf Goodman and Neiman Marcus in the U.S., Braun Hamburg in Germany, and several prestigious locations in Japan like Isetan Shinjuku and Barneys Japan. In Paris, it is featured in Le Bon Marché and the Ritz. Last year marked the launch of a pop-up shop at Place Vendôme, later transitioning to Madison Avenue in New York come October.
Following its acquisition in 2025, Serapian has doubled its boutique count from four to eight, while its revenues, initially estimated at approximately 5 million euros, have surged significantly, recording double and even triple-digit growth in certain categories, notably in bespoke services. CEO Maxime Bohé highlighted the brand's commitment to cultivating exclusivity and rarity at the core of its identity.
Founded in 1928 by Armenian Stefano Serapian and his wife Gina Flori, and later advanced by their son, Ardavast, in 1973, Serapian remains a bastion of exceptional leather craftsmanship, with the founder's grand-nephew, Giovanni Nodari Serapian, overseeing the bespoke division today.
"Serapian caters to the aficionados of fine leather goods. We are experts and will remain so. We're not moving into other categories. Our aim is to maintain this very high-end, exclusive, high-quality positioning, with this idea of authenticity,” said the CEO.
The collection is primarily composed of leather accessories, ranging from small leather goods to opulent bags, with prices averaging between 2,000 and 2,500 euros, and can soar up to 60,000 euros for an extraordinary trunk. The brand is lauded for its "mosaico" technique, a unique weaving method perfected since 1947.
In recent times, Serapian has bolstered its bespoke service, integrating workshops within select boutiques, notably in New York, Abu Dhabi, and Milan, located within the Villa Mozart showroom, which also serves as its headquarters. Here, the brand hosts its most esteemed clients. The workshop, where three craftsmen alternate, has been equipped with cameras in order to allow global patrons to witness their creations being crafted in real-time.
"Our entire production is proudly made in Italy, employing around 20 artisans. We operate a workshop in Galliate, near Varese, north if Milan, and collaborate closely with partners to maintain our unparalleled standard of craftsmanship," concluded Maxime Bohé.