Spanish brand Byan explores Italian future with Milan pop-up and local collaboration

Madrid-based womenswear brand Byan opens a pop-up space in Milan today, November 5, at 35 Corso Vercelli. The store will remain open until December 30 as part of the company's international expansion strategy. It seeks to gauge the response of Italian customers firsthand while evaluating a permanent presence in the market.

The pop-up's retail offering centres on the brand's autumn/winter 2026/2027 collection, titled “Le Clôs”. It is complemented by a collaboration with Milanese footwear brand Toujours. The partnership features a suede fringed loafer incorporating Byan's signature checked fabrics and the Italian brand's characteristic coloured beads. This will be sold both online and at the points-of-sale of both brands in the city.

Choosing Italy is a natural response to the market's weight in the company's international business. Until now, the brand has operated in Italy through multi-brand boutiques such as Etcetera, La Cooperativa and Haedo. According to data shared by the company in conversation with FashionUnited, Italy ranks alongside the US and the UK among the top three international markets for Byan's online channel. E-commerce accounted for 60 percent of sales in 2025. With this move, the brand is now committed to establishing a more direct relationship with consumers, expanding its customer base and testing the fit of its offering in the local market.

Replicating London model

This opening comes just three weeks after the brand inaugurated its first permanent store outside Spain in London.

“In London, we learned that before opening a permanent store, it is best to listen to the customer: see how she responds to the product, get to know her and discover what she is asking of us,” explains Andrea Moragues, founder and chief executive officer of Byan. “That is what we want to do now in Milan, a market where we have an increasing number of customers.”

The brand is thus following the roadmap it applied in the UK. In November 2025, it opened a space for three months on Henrietta Street in Covent Garden, which served as a market test. Following that experience, which the company considers positive, it opened a 74 square metre store on October 13 at 149 King's Road in the Chelsea neighbourhood.

Byan was founded in Madrid in 2018 by Moragues, a former interior designer. The company closed its latest financial year for 2025 with a turnover exceeding three million euros, following consecutive years of double-digit annual growth. The brand states that 30 percent of its customers are repeat buyers. It has now set a goal for international sales to surpass domestic ones.

Before opening its own stores, the brand grew through the wholesale channel, with a presence in Liberty, Le Bon Marché, El Corte Inglés, Bongénie and Falabella. In 2024, it opened its first brick and mortar store at 97 Calle Claudio Coello in Madrid. All of its production is manufactured in small local workshops in Spain in limited editions.