Abstract
Purpose – The paper seeks to explore the phenomenon of the flagship store from the perspective of brand management and brand context within the luxury furniture sector.Design/methodology/approach – Adopts a case‐study approach, focusing upon Milan‐based furniture manufacturer and retailer B&B Italia and comprises interview derived data and archive material.Findings – Recognises the difficulty associated with manufacturing/product‐orientated organisations to establish a brand context. It identifies that the forward integration of luxury manufacturing companies into retailing, through the establishment of flagship stores provides such companies with an opportunity to provide a context for their brand and exercise a level of control over its manifestation that is difficult to achieve through other distribution channels.Research limitations/implications – Highlights the value of forward integration as a means of establishing brand context and experience.Originality/value – Demonstrates the wider value of the ...
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