Tosca Blu Sets Ambitious Expansion Plans in Middle East and Asia
Published: September 22, 2025
Tosca Blu, the renowned Italian brand specializing in women’s footwear and accessories, is gearing up for a significant international expansion. The company aims to penetrate the Middle Eastern and Asian markets through a strategic blend of franchising and selective distribution. This move marks a pivotal moment for the brand, which has been a staple in the fashion industry since its inception in the late 1990s.
New Leadership and Vision
Maria Sole Ronzoni, the newly appointed CEO, is spearheading this ambitious growth initiative. Following the passing of her father, Giacomo Ronzoni, earlier this year, Maria Sole and her sister Virginia, who has taken on the role of creative director, are steering the company into a new era. “We have recently developed our new retail concept. Our goal is to deploy it into countries such as the UAE, South Korea, Thailand, and India. The global geopolitical context is unstable, but the project is set to become operational in 2026,” Ronzoni stated in an interview with FashionNetwork.com.
This generational transition has prompted a comprehensive reorganization within the company, which is part of the Minoronzoni group. The brand has recently inaugurated a new showroom in Palazzo Serbelloni, Milan, and is actively working on innovative marketing strategies to enhance its visibility and appeal.
Financial Performance and Growth Targets
In 2024, Tosca Blu reported revenues of €12 million, contributing to the Minoronzoni group’s total revenue of €45 million. The brand is targeting medium-term growth rates of 5% to 10% in Europe, 20% in non-EU markets, and an impressive 25% growth in online sales. Currently, the Italian market accounts for 60% of Tosca Blu’s revenue, with the remaining 40% generated from international markets, including Germany, Portugal, Spain, and Russia. Notably, e-commerce sales have surged by 75% in 2024, now constituting 10% of total revenue.
Tosca Blu operates 15 monobrand stores, with 10 located in Italy, alongside various retail corners and partnerships with international e-tailers like Zalando. The brand aims to open three new monobrand stores annually, further solidifying its presence in key markets.
Evolving Brand Positioning
As part of its expansion strategy, Tosca Blu is also redefining its brand positioning to attract a younger demographic. “We’re focusing on a premium-affordable positioning, without losing sight of Tosca Blu’s identity and history. Our handbags are priced between €150 and €300, while shoes range from €120 to €250,” Ronzoni explained. This pricing strategy aims to balance quality and accessibility, appealing to a broader audience.
In addition to its market positioning, the company is preparing its next sustainability report. “We have embarked on a restructuring process to meet environmental standards and have greater control over our entire supply chain. We’ve launched a novelty handbag made from recycled material. Our products are primarily made of leather, which remains the most sustainable material choice available,” Ronzoni added.
Embracing Digital Transformation
The generational shift has also catalyzed Tosca Blu’s digital transformation. The brand has partnered with Filo Blu for e-commerce, resulting in significant revenue growth in this channel. “We’ll continue to invest in digital. Technology use is becoming increasingly widespread among young people. Our stores are important, but we want to have a strong online presence,” Ronzoni emphasized.
This focus on digitalization aligns with broader trends in the fashion industry, where online shopping has become a dominant force. Brands that adapt to this shift are better positioned to thrive in an increasingly competitive landscape.
A Message of Empowerment
Tosca Blu’s leadership is not just about business; it also carries a message of empowerment. “We’re a women-led team running a family business and dealing with a host of challenges,” Ronzoni noted. To further this message, the brand has launched a campaign for the upcoming fall/winter season dedicated to contemporary Amazons, symbolizing strength and independence. “We have traveled extensively for our studies and in our profession. We have always been women of the world,” she concluded.
Conclusion
Tosca Blu’s ambitious plans for international expansion reflect a broader trend in the fashion industry, where brands are increasingly looking beyond their home markets to tap into new consumer bases. With a focus on sustainability, digital transformation, and a commitment to empowering women, Tosca Blu is poised to make a significant impact in the Middle East and Asia. As the brand navigates the complexities of global retail, its ability to adapt and innovate will be crucial in achieving its growth objectives.
