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Former Ceo of Richline Founds Luxury Cooperative

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Dennis Ulrich, the former CEO of Richline, has opened an exclusive coworking space and membership network aimed at assisting Italian luxury businesses in their efforts to gain access to the United States market.

Ulrich developed the project, which is titled Piazza Italia "Stronger Together," in collaboration with Alberto Milani, president of the Italy-America Chamber of Commerce in New York. According to the company's announcement last week, the space will be located in New York City.

“Piazza Italia is an innovative, comfortable and welcoming collective office and network conce

pt that will facilitate the ability of Italian companies to grow both their businesses and brand awareness in North America,” Ulrich explained.

It will be divided into three divisions, each of which will focus on a specific market, such as jewelry, fashion, accessories, or furniture. In the first instance, members will be able to conduct business with clients in a network of multiple offices, workstations, meeting rooms, and lounge areas that will be available to them. Several services, such as business planning strategy, marketing, public relations, and merchandising guidance, will be made available through the initiative as well. In addition, various events such as seminars, training and educational forums, and special events will be held at Piazza Italia to promote Italian brands to the trade and consumers, with both physical and virtual showrooms being used to accomplish this goal.

Additionally, according to the company, Piazza Italia will host pop-up Italian shopping experiences that will coincide with major holidays throughout the year.

“Both trade and consumers are looking for more end-to-end journeys across products and services, and Piazza Italia rapidly reinvented the ‘next normal’ value proposition,” Milani said. “We will be the frontline research center for innovative events and customer co-creations to unlock the full potential of the Italian experience.”

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