ETRO has been selling home furnishing products since 1985. This year, to coincide with the first day of Milan Salone, the brand opened its first flagship store, ETRO HOME, on Via Pontaccio and Vicolo Fiori, a street lined with interior and kitchen showrooms. At the same time, ETRO also unveiled its first furniture capsule collection. The three-floor flagship store spans 440 square meters. While taking advantage of the building's 19th-century mansion, the store offers ETRO's vision of modern living spaces through furniture, interior accessories, and fabrics. The vibrant fabrics at the heart of ETRO's collection are still present in the home collection. Sofas and bedspreads are upholstered in the brand's iconic paisley fabric. While the exterior colors may catch your eye, the sofas' internal wooden frames, cushions, and cushioning materials, such as webbing belts, are all produced in the brand's own factory on the outskirts of Milan. The cushion springs are intentionally made firm, as if they were too soft the upholstery fabric would stretch quickly.

The console table and side table, which were introduced for the first time this year, are also produced in-house. I got the impression that an increasing number of fashion brands are producing furniture in their own factories rather than outsourcing it.