Last April 15th it was inaugurated in Codogno, in the province of Lodi, the first Craft Concept Store. This is a new concept store with an "international feel," as it's the Swedish brand's first European concept store. For those who don't know it yet, Let's remember that Craft has always represented excellence in technical sportswear.
A special location
Craft's choice to build its first Concept Store in Italy, and specifically in Codogno, is no coincidence. In fact, New Wave Italia has its headquarters in Codogno, which has been distributing the Craft brand in our country since 1997.
The store's inauguration takes place in a truly special year for the Lodi area. This year in fact Codogno is European Common SportThis recognition was established in 2001 by ACES Europe – the Federation of European Capitals and Cities of Sport. Throughout 2023, the Lodi municipality will be the beating heart of numerous initiatives related to various sports disciplines. The first appointments started in January and will continue until December..
Thanks to Craft this year Codogno also celebrated a sort of sporting twinning with the Marcialonga Craft, one of the best-organized Gran Fondos in Italy. The Val di Fiemme and Fassa event has had Craft as its main sponsor since 2011.For this reason, the official presentation of the 2023 Marcialonga Craft was held this year at the Codogno Town Hall. For all long-distance riders, the next meeting is scheduled for Sunday, May 28th, in Predazzo, Val di Fiemme.
The whole world of Craft
Craft has always been synonymous with 360° sport and the new Concept Store fully respects the philosophy of the Swedish brand. The new structure occupies a total area of approximately 400m2 divided over two floorsOn the ground floor, all sports are well represented, starting with Nordic skiing, a discipline for which Craft has always been a global leader. There's also space for cycling, running, outdoor, fitness, and footwear. There is also an area reserved for tennis and especially for padel, a discipline that is constantly growing.
There's also plenty of space for technical underwear, which has always been one of Craft's strengths. To meet customer needs, the underwear has been divided into individual sports disciplines. Overall we are faced with a truly significant number of products on display, so much so that the Concept Store in Codogno has the largest and most complete exhibition of Craft technical underwear in Italy.
The importance of teams
As mentioned, the new Concept Store is spread across two floors. The second floor features a large display of road and trail running shoes.
The most important part, however, is dedicated to the showroom reserved for the teams. The Craft Teamwear catalogue is available at the new concept store, dedicated to team sports, a true innovation for Italy and one in which the company firmly believes. It's a truly extensive catalog that encompasses various team sports such as soccer, basketball, and athletics. It also presents lines dedicated exclusively to the female world, a constantly growing reality and one on which Craft wants to bet with conviction.
The showroom was also created as a meeting place, not only with companies, but also with potential Craft retailers.
We close with the statement given to us by Mattia Bellotti, marketing manager of New Wave Italia, who best summarised one of the main reasons why the new Craft Concept Store in Codogno was created: «When we talk about Craft, We are talking about a highly technical product that must be "touched" first hand to be fully appreciated.With our new Concept Store we want to give the end user the opportunity to experience the quality of every single Craft product first-hand."
The new Craft Concept Store is located in Codogno at Via G. Ferrari 6/E. It is open to the public from Tuesday to Saturday: 9:30 am – 1:00 pm and 3:00 pm – 7:30 pm.
