Fila has opened new Biella and Icona concept stores in Shenzhen, Guangzhou, Suzhou, and Hong Kong. The openings follow the “One Fila” strategy introduced in 2025 and mark the brand’s latest retail upgrade push. Biella 2.0 stores, named after Fila’s Italian birthplace, feature wood-and-metal interiors, terrazzo flooring, and a heritage display. Icona stores incorporate Roman archways, vaulted ceilings, travertine walls, and terracotta tiles. All locations offer full-category product displays. Some provide styling services and host community events. The openings are part of Fila’s broader retail upgrade strategy targeting premium consumers in key Chinese markets.

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