Siola
Siola is a historic luxury childrenswear store from Naples, founded in 1937, with its own line of traditional children's clothing. Relaunched by the Scherillo family in 2012, it sells in store, online and via Farfetch.
| Founded | 1937 |
|---|---|
| Base | Naples, Italy |
| Owners since 2012 | Scherillo family |
| Own line | Traditional childrenswear, ages 0 to 10 |
| Second store | Capri, opened 2021 |
| Website | siola.com |
What is Siola?
Siola is a luxury children's fashion house from Naples, Italy, founded in 1937. Its flagship in the city centre covers around 600 square metres and stocks about 90 leading kidswear and accessory brands alongside its own collection. In June 2021 it opened a second location in Capri.
History
The Scherillo family, known for its kidswear companies, acquired and relaunched Siola in 2012. Marco Scherillo leads the business as chief executive and his sister Teresa is creative director.
Products and positioning
Siola specialises in the newborn offer and has developed its own line for ages 0 to 10 rooted in traditional children's dress:
- Embroidered onesies
- Smocked dresses
- British-style and loden coats
- Friulane slipper shoes
Distribution
Beyond its Naples and Capri stores, Siola sells through its own e-commerce site, upgraded in 2021, and was among the first kidswear partners of Farfetch, starting in 2017.
Why it matters
Siola shows how a heritage multibrand store can build its own label and digital reach, turning a local institution into an international childrenswear destination.
Frequently asked questions
Where is Siola?
Siola is based in central Naples, Italy, with a second store in Capri.
Who owns Siola?
Siola has been owned by the Scherillo family since 2012, with Marco Scherillo as chief executive.