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

primadonna fw 2015
primadonna fw 2015

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

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


The expansion of Primadonna

In spring 2016 two new brands for the Primadonna Collection were created: 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, however physical stores remained thecore business. In fact, in the two-year period 2016-2018 the points of sale went from 373 to 397 with a turnover of 114.6 million euros. This development was also recorded abroad where Primadonna is present with a single-brand store inside the Iran Mall in Tehran, in Russia, Germany, Spain, Luxembourg and France.

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

“To offer to 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 fashion key, of the best drinks and cocktails”.

Primadonna Fusion Cafè
Primadonna Fusion Cafè

Since its founding, the company has experienced steady revenue growth with physical sales driving the way. There was a sharp slowdown in 2020 with -30% compared to 2019.

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