Primadonna is an Italian brand of footwear and accessories founded by Valerio Tatarella in 2001

primadonna fw 2015
F/W 2015

The Primadonna Collection brand was founded in Bitonto, in the province of Bari, in 2001, by the entrepreneur Valerio Tatarella. Back from the long family experience in the footwear sector, Tarella’s goal is to create products capable of combining glamour and quality following the trends of the catwalks at affordable prices. The line of footwear was soon followed by that of accessories and clothing to create the widest and most satisfying offer for the market.

It was very successful and in 2006 the company expanded its network of stores with the franchising project. In this wake, Primadonna Academy was born in 2015, a training initiative in which issues concerning sales techniques and visual merchandising are addressed. An opportunity to train the staff of the Primadonna stores as well.

The shop

 The expansion of Primadonna

Spring 2016 saw the birth of two new brands for the Primadonna Collection: Valerio 1966, designed for a more sophisticated audience and Centmark, a low cost streetwear label aimed at the mass market. In 2018, e-commerce was launched which immediately recorded a good performance but physical stores remained the core business. In fact, in the two-year period 2016-2018 the points of sale increased from 373 to 397 with a turnover of 114.6 million euros. This development is also seen abroad where Primadonna is present with a single-brand store in the Iran Mall in Tehran, in Russia, Germany, Spain, Luxembourg and France.

In 2019 he inaugurated the Primadonna Fusion Café in Riccione, in viale Ceccarini, to

“offer a diversified clientele a location in which to live an evocative, unique and refined experience, through an international selection of the best fusion courses and an original reworking, in a key fashion, of the best drinks and cocktails”.

Primadonna Fusion Cafè
Primadonna Fusion Cafè

Since its foundation, the company has experienced steady growth in revenues with physical sales as the driving force. Sharp slowdown in 2020 with -30% compared to 2019.

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