Brand context and control: the role of the flagship store in B&B Italia

Stephen Doyle, Christopher Moore, Anne Marie Doherty, Morag Hamilton

Research output: Contribution to journalArticlepeer-review

18 Citations (Scopus)


The paper seeks to explore the phenomenon of the flagship store from the perspective of brand management and brand context within the luxury furniture sector.
Adopts a case-study approach, focusing upon Milan-based furniture manufacturer and retailer B&B Italia and comprises interview derived data and archive material.
Recognises the difficulty associated with manufacturing/product-orientated organisations to establish a brand context. It identifies that the forward integration of luxury manufacturing companies into retailing, through the establishment of flagship stores provides such companies with an opportunity to provide a context for their brand and exercise a level of control over its manifestation that is difficult to achieve through other distribution channels.
Highlights the value of forward integration as a means of establishing brand context and experience.
Demonstrates the wider value of the flagship store as a brand management device and the potential contribution to brand communication for non-retail based organisations.
Original languageEnglish
Pages (from-to)551-563
Number of pages14
JournalInternational Journal of Retail and Distribution Management
Issue number7
Publication statusPublished - 2008


  • Brand context and control
  • role of the flagship store
  • B&B Italia
  • brand context
  • luxury furniture sector
  • brand management


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