TheCorner.com started out as a retailing venture by two brothers, Vittorio and Alberto Chalon, some 20 years ago in the northern Lombardy region of Italy.
Their first store is located in Magenta, 24 km from Milan; the second in Biella, halfway between Milan and Turin. Then they opened in Ancona on the Adriatic coast in the Marche region and in nearby Chiaravalle.
While they do see the potential of e-commerce and had in fact invested in acquiring TheCorner.com, the brand still wants to expand its retail network through franchising. Consequently, it has opened outlets in Marseilles, Biarritz and Monte Carlo, along the French Riviera, Lugano in Switzerland and have just added Malta’s outlet at St Julian’s, operated by the Dizz Group.
According to TheCorner.com CEO Vittoria Chalon, they have big plans to expand the franchise network to North Africa, starting with Tunisia, Eastern Europe, and North and Central America, including the United States, Mexico, Puerto Rico and Venezuela.

“The goal is to be more brand-driven than we are today, bringing our clients the top in class. The top in class is not always a well-known brand,” he said, giving as an example Doucal’s in men’s shoes. “Everyone talks about Church, Berluti and, lower down, Santoni. Doucal’s is not so heavy, well priced, good quality and hard-wearing.

“Today, nobody wants to wear shoes for 10 years. They want to change them. So, you have to pay the right price. We aim to provide products that you can keep for years but, when you are bored (of wearing them), selling them second hand could be an option since they are still good quality.
“If you buy a Gucci, you will never give it away but, after a while, you will get bored (of it). Ladies always need to look trendy with something new and nice, no matter the label.”
TheCorner.com approached the Dizz Group through an intermediary since it was identified as the right player to partner with in Malta, with a host of stores and an excellent infrastructure. The Dizz Group provided what Mr Chalon referred to as “the best location on the island” and they verified it with an on-site visit.
Their market research showed that nobody adopted a similar approach or had the same way of thinking – “you don’t find it anywhere else in the world”. There was also room in the market for such an outlet, with a middle class and high-class segment that was high spending, and a high influx of tourists visiting the island.
As soon as they started talking with the Dizz Group, Vittorio said he immediately established a good relationship with Diane Izzo, Chairperson and CEO of the Dizz Group, and they then finalised the franchise agreement.
He added that he also sees great potential in extending the retail network further in Malta through the Dizz Group. “There could be stores attracting different target groups – more street, more classic, more fashion-oriented, more contemporary. Malta, to me is the Dizz Group, so whatever Dizz Group is going to consider and wants to develop – we are going to be with them.”
TheCorner.com combines an e-commerce platform that promises delivery within 48 hours with physical stores in a growing number of locations. The customer is the central focus and, if you don’t find the item in store and it is available online, it can be sourced from anywhere in the network.