A new chapter in British heritage style is unfolding in Milan with the opening of the newly expanded Baracuta flagship store at Corso Genova 1. Officially opening to the public on October 1, 2025, and celebrated with a launch on October 8, the store marks a significant milestone for WP Lavori in Corso, the Italian group that has owned the brand since 2012.
Best known for its timeless G9 Harrington Jacket, Baracuta has long been a symbol of understated cool, blending functionality with flair. Now, the new Milan store is another cool setting for the brand’s unique fusion of British tradition and modern urban energy.
The store’s interior design stays true to Baracuta’s identity. Warm wood furnishings, wide-plank parquet flooring, and custom wooden display units echo the brand’s roots, while a spectrum of Baracuta’s iconic Fraser Tartan brings color and familiarity to the space. The layout is minimalist, yet inviting—clearly designed to showcase the garments as objects of cultural relevance rather than just fashion items.
Beyond its signature outerwear, Baracuta has earned a place in global fashion through high-profile collaborations with brands like Needles, Noah, Palace, Junya Watanabe, and even Jaguar. These partnerships have kept the label fresh and relevant, blending tradition with innovation and capturing the attention of both heritage enthusiasts and streetwear connoisseurs alike.
For WP Lavori in Corso, the store opening is a strategic move to deepen the group’s presence in Milan, a global fashion hub. Founded by Cristina Calori in 1982, WP has a proven track record of curating and evolving legacy brands. Their portfolio includes the likes of Barbour, Blundstone, Filson, and Avon Celli, and with the new Baracuta store, the company cements its commitment to offering enduring style grounded in authenticity.
As fast fashion continues to flood the market, Baracuta’s Milan store is a refreshing reminder of the value in heritage, craftsmanship, and storytelling. It’s not just about buying clothes—it’s about investing in culture.
