The United Colors of Benetton, once a familiar presence in the U.S., has seen a shifting footprint over the years. While the brand opened a prominent flagship on Fifth Avenue in 1996, by 2017 most stores had closed. Recently, Benetton has tested re-entry into the U.S. market through popup events and small outlet locations, signaling a gradual revival fueled by strong ecommerce growth and renewed focus on sustainability.
Historic Presence in the U.S.
Benetton made a bold mark in America with the opening of its flagship store in the historic Scribner Building on Fifth Avenue in New York City in 1996
Return via PopUp Stores
After a long absence, Benetton returned to physical retail in the U.S. in October 2019 by opening a four-week pop-up in Santa Monica, California
Current Physical Presence
Today, Benetton maintains a small network of outlet stores in the U.S., primarily located within outlet malls. Known U.S. outlets include Sawgrass Mills (Florida), Potomac Mills (Virginia), Chicago Premium Outlets (Illinois), Las Vegas Premium Outlets (Nevada), and SouthPark in Charlotte (North Carolina)
Online Presence and ECommerce
Benetton has reestablished an online storefront tailored to U.S. customers via us.benetton.com. The platform offers free shipping on orders over $50 and free returns, making global collections accessible to American consumers
Factors Influencing Benetton’s U.S. Strategy
Brand Revival and Sustainability Focus
Under new creative leadership and a renewed emphasis on sustainable practices, Benetton has committed to 100% sustainable cotton by 2025
Testing the Market
The 2019 pop-up served as a low-risk method to test brand resonance. With no in-store inventory and purchases fulfilled online, Benetton gauged consumer interest without heavy investment in physical retail
Outlet Strategy
By operating through outlet stores in popular retail hubs, Benetton maintains visibility and taps into discount-driven shoppers. This approach balances brand presence with manageable operational costs
Is Benetton Currently in the USA?
- Benetton no longer operates traditional flagship stores in major U.S. cities like New York, having closed them by around 2015
- In 2019, the brand launched a U.S. comeback with a four-week pop-up in Santa Monica and has since considered permanent stores
- Today, Benetton is present in several U.S. outlet malls and operates a dedicated U.S. online store
Looking Ahead: Will Benetton Expand Further?
Recent developments suggest that Benetton is testing U.S. demand carefully. Success in ecommerce and favorable responses at pop-ups could lead to more permanent retail spaces. However, the brand also faces pressure to close underperforming stores over 418 closures are planned globally by 2025 so future expansion in the U.S. will depend on clear profitability and consumer interest.
Yes, Benetton is in the U.S., but its presence has shifted from expansive flagship stores to a smaller footprint characterized by outlets and a strategic online presence. The 2019 pop-up in Santa Monica marked a cautious return to U.S. retail, supported by a renewed sustainability agenda and a digital-first sales model. Today, you can shop Benetton through select outlet locations and their U.S. ecommerce site. Whether the brand expands further into permanent stores will depend on the continued success of these initial steps and overall consumer demand.
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