Italia Independent has inaugurated its second Italian concept store in Alessandria, in the Piedmont region, in partnership with a retailer called Gruppo Ottica Ottobelli. The first store was opened in nearby Liguria, in the holiday resort of Alassio. The store offers the group's complete product range, from eyewear to clothing, accessories and helmets. The furnishings and the interior design take their inspiration from the universe of an automotive plant, in reference to the connection of the company's main shareholder, Lapo Elkann, to the Fiat group.