Confirming a report in B2Eyes, a top executive of Fielmann says the German company is moving into the fragmented Italian market with a test store due to be opened during the month of June in Bolzano, taking the place of an old café on via Museo.

The choice of the city is related to the fact that it is close to the border with Austria, where the German retailer already has a strong presence, and that the local population speaks German as well as Italian. Further openings could be envisaged in the region, which is called Alto Adige in Italian and South Tyrol in Germany, in order to reach sufficient economies of scale.

The move comes after the opening of a small outlet in mid-December in Lugano, in the Italian part of Switzerland, which is doing well. Fielmann is already present in the German and French parts of Switzerland. The group is also considering the possible opening of superstores in major European cities such as Milan, Paris, Copenhagen and Stockholm, but the company's executive indicates that its priority is to open more stores where it is under-represented in its core markets of Germany, Austria and Switzerland.