De Rigo is experimenting with new selective distribution concepts for its brands. Beginning with Etro, the Italian manufacturer is proposing luxury “shop-in-the-shop” corners in prestigious optical outlets. Strong emphasis will be placed on customer service and specific training for the sales staff. The target is to set up 100 such corners in Italy in the two years from Fall 2007, when the project was launched. De Rigo’s partners in the venture are all stores that for whatever reason –image, prestige or location – are major landmarks in Italy’s most important cities, in all the provincial capitals and in certain holiday resorts. At a later stage the experiment could be extended to certain major outlets in other European countries.