Falconeri, the Italian fashion house, is embarking on an aggressive U.S. expansion, looking to have eight stores operating in the country by yearend.

On the heels of opening a 2,000-square-foot store at 764 Madison Avenue in New York on May 1, the cashmere brand will open stores on Michigan Avenue in Chicago in July and Prudential Center in Boston at the end of September. This follows new stores that opened in Short Hills Mall in New Jersey last month, and Westfield’s Valley Fair Mall in Santa Clara, Calif., in February.

Falconeri, which specializes in cashmere women’s and men’s apparel, already has stores in SoHo, Flatiron and Hudson Yards in New York.

The Madison Avenue flagship showcases Falconeri’s iconic Ultrafine Cashmere — the brand’s signature yarn best known for its exceptional lightness, breathability and thermo-regulating properties, designed to be worn across all four seasons. Complementing the Ultrafine are two refined yarns: Cashmere Silkfine, which brings an added dimension of fluidity and luminosity, and Cashmere Airfine, an ultra-lightweight interpretation designed for the warmer months. 

In an interview, Gianni Forlini, chief business officer of Falconeri, said the company seeks top malls and street locations for its stores, based on data from e-commerce results in areas around the country — so they know their customer is already there — and desirable locations that become available. The brand looks to open additional stores in cities such as Los Angeles and Miami, and has targeted having 30 stores over the next five years.

Falconer operates in 29 countries, with more than 200 single-brand boutiques. Its collections are also distributed through the falconeri.com e-commerce platform.

In the Madison Avenue boutique, for example, prices range from $295 for an Ultrafine cashmere sweater to $4,000 for a cashmere coat. Forlini anticipates bestsellers at the Madison Avenue boutique to be its Ultrafine cashmere knitwear, including round necks, polos, turtlenecks and staples.

The Madison Avenue store was designed as an intimate environment where guests can fully engage with the softness of Falconeri cashmere. The millwork is created from oak, finished with specialty selected whitewashed natural sheets. The hanging bars introduce an interplay of materials: Recycled metal structures are paired with rounded wooden elements.

“These spaces allow us to offer a truly immersive experience, inviting customers to touch the fibers, feel the quality, and appreciate the craftsmanship firsthand,” said Sandro Veronesi, president of Oniverse, the group that owns Falconeri.

The Madison Avenue store marks the second unveiling of Falconeri’s new store concept in the U.S., defined to be a softer material palette and a warmer, more inviting atmosphere. The space highlights a new “library,” where customers can sit, relax and enjoy an espresso.

Forlini said the company is investing in opening stores in the U.S. since people need to feel the product firsthand. “The only way to do it is by opening stores,” he said. He said once the customer gets into the store, they can ask questions to a well-trained salesperson, have a cup of coffee or espresso, and learn how to take care of their cashmere products. The cashmere is sourced from Mongolia, and manufactured in Italy.

In addition to cashmere, the store sells natural fibers such as cotton and linens during the summer months.

He noted that the brand is targeting customers 30 to 55 years old. He said their customer is someone who “doesn’t want to pay a premium price for an excellent quality of cashmere.” He said they are in the sweet spot between fast-fashion brands and the ultra cashmere manufacturers.

“We want to disrupt the cashmere market,” said Forlini, adding they’re manufacturing high-quality cashmere but making it accessible. He said the new stores in the U.S. are exceeding the forecast by 20 percent. He added that the New York locations grew by 50 percent last year, which was a good sign for expansion.

He has high expectations for the Madison Avenue store. It’s been open a week “and is performing very well,” said Forlini. Their customers are familiar with the brand because they frequently travel to Europe and Falconeri has a big presence in Italy. They did a market survey where they asked Italians the first brand they associate with cashmere, and they said Falconeri. The company has also expanded to countries such as Spain, France and Germany, where they have freestanding stores. The company doesn’t wholesale its collection.

Forlini said they’re not seeking volume in the short term, but looking for high-quality, long-term growth. “We want to find the right locations to plant our roots and create long-term relationships with our customers,” said Forlini.

Founded in 2000, Falconeri is based in Avio, Trentino, and has been part of Sandro Veronesi’s Oniverse group since 2009.