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 journalArticle

17 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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