Bucharest, May 29, 2025 – Following an extensive renovation and spatial reconfiguration process, ICON – the long-standing multibrand store in Romania’s luxury fashion scene – announces the reopening of its flagship store in Băneasa Shopping City. With over 25 years of history in the industry, ICON marks this moment as a new chapter in the brand’s evolution, offering a completely reimagined shopping experience.
The reopening of the Băneasa store is more than just an aesthetic upgrade – it’s a strategic statement: ICON is investing in Romania and in consumers who seek quality, refined aesthetics, and authentic relationships with brands. In a time when traditional retail is redefining its value in the face of digital commerce, ICON is betting on human interaction, personalization, and applied storytelling – key elements shaping the new contemporary luxury.
Redesigned in a contemporary and sophisticated style, the new 110 m² space welcomes clients with a spectacular design that highlights both the exclusive selection of international fashion pieces and the quality of the shopping experience. Raising the ceiling for an impressive height, smart lighting, custom-made furniture by Romanian producers, a dedicated accessories area, and a linear display zone for apparel at the center of the store are just a few of the features that transform the space into a key destination for personal style.
“We want every client to feel like they’re stepping into the ICON universe – a space where fashion, refinement, and personalized consulting blend harmoniously. This reopening is not just a relaunch of a physical space, but a statement about who we are and how we evolve alongside the ICON community,” says Alina Sabău, founder of ICON.
The brand selection remains true to ICON’s DNA: a carefully curated mix of premium and luxury pieces, contemporary and international designers who define current trends. From daytime outfits, casual-chic or business glam, to stunning evening wear – the new collection reflects ICON’s vision of modern style: versatile, sophisticated, and thoughtfully crafted. Elisabetta Franchi is one of the long-standing brands in ICON’s portfolio, maintaining a lasting relationship with its loyal clientele.
The reopening of the store in Băneasa Shopping City comes as part of a new strategic push to expand the ICON brand in key cities across Romania. With a loyal customer base in Bucharest, Oradea, and seasonally in Mamaia Nord, the brand is exploring new development opportunities and aims to strengthen its position as a leader in the luxury fashion segment.
