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

Purpose - 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. Design/methodology/approach - Adopts a case-study approach, focusing upon Milan-based furniture manufacturer and retailer B&B Italia and comprises interview derived data and archive material. Findings - 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. Research limitations/implications - Highlights the value of forward integration as a means of establishing brand context and experience. Originality/value - 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. © Emerald Group Publishing Limited.