ESTABLISHED 1927
The first FAORO stores grew alongside the RhB railway construction around 1880. The Faoro brothers from Belluno (I), built their retail trade by providing various goods that catered for the needs of the railway construction workers. The sourcing of merchandise was handled in Italy by the brothers’ father who skillfully based the buying on the monthly documented sale and demands sheets from the shops in the Grisons (CH). The merchandise was then shipped to a warehouse in Davos, from where it was distributed to the different Faoro branches. That’s how shops in Samedan, Chur, Arosa, and finally, 1927 in St. Moritz arose.
The stores’ merchandise offer included clothing for the workers – at that time denim – as well as haberdashery, hosiery and small hardware items. At the beginning of 19th century door-to-door selling was often the only possibility for retailing into isolated valleys. So called ‘Kromer’ women bought goods for resale ranging from threads, buttons to boot laces and trousers braces in FAORO stores and carried them in ‘Kromer’ boxes strapped on their back into the remote valleys.
Tranquilla Maccagnano – a very successful Kromer Woman with ‘athletic calves’ - attracted the attention of Desiderio Settimo Faoro who was the owner of FAORO St. Moritz. Together they developed the store by continuously adapting the collection of merchandise to contemporary needs. Social and geographical developments led the Faoro branches Samedan, Chur, Arosa to dissolve and the centralised warehouse in Davos was closed. The family owned FAORO in St. Moritz however continued the retail trade by positioning itself with individually selected and directly imported merchandise. By the 1950ies Faoro St.Moritz had developed its offer from basic textile and haberdashery to a fashion store that sold sports clothing - at that time not sold by any other sports equipment stores in the village.
Almost 100 years later, FAORO still meets the demands of a meanwhile glamorous alpine destination and differentiates itself from the resort’s prevailing ‘catwalk’ offer. Denim – the original product - continues to lead the collection, alongside refined functional and warming outdoor clothing, footwear and a range of accessories. The casual wardrobe concept is complemented by selected pieces for special occasions, which positions FAORO as a unique retail destination.
The initial ethos to offer key garments and products for basic needs is still at the core of Faoro’s guiding philosophy - translated to current times by including products such as matching shoelaces or a speciality fabric care as well as an extensive beauty treatments program from the integrated
À CÔTÉ beauty studio.