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Get up to 22% back on Luisa Via Roma in Europe with your VAT refund. Valentino ready-to-wear, Fendi bags & accessories, J.W. Anderson collections.
Founded in the late 1800s by French hat designer Luisa Jaquin in Paris, the boutique moved to Florence in 1929 when her daughter Olga married Lido Panconesi. They opened the LUISA boutique selling straw hats, and by 1968, nephew Andrea Panconesi revolutionized the family business by buying the Kenzo 1968/69 collection—a gamble that established Luisa Via Roma as a fashion innovator. Starting with Balenciaga, Balmain, Givenchy, and Saint Laurent, the store became Florence’s premier luxury destination. In 1999, Luisa Via Roma launched its e-commerce platform, and by 2019, 90% of its $137 million revenue came from online sales—reaching nearly €400 million by 2023. In 2024, CEO Tommaso Maria Andorlini’s Holding It acquired the business, enabling international expansion with the first non-Italian location opening on 1 Bond Street in Manhattan.
Shopping at Luisa Via Roma in Florence offers up to 22% VAT refunds for non-EU residents on the same luxury brands sold online, but with the added benefit of trying pieces in person. The minimum €70.01 threshold is among the lowest in Europe, and Italy's refund rate (up to 15.5%) is higher than France or Spain.
Via Roma flagship since 1929, multi-brand luxury edit
Via Roma 19/21/r, 50123 Florence, Italy
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€70.01
22% standard rate
13-17% back
3 months to validate at departure
Shop during January and July sales seasons for excellent deals on luxury items—Florence's traditional sale periods
Request personal shopping services in the Luisa Via Roma suite with views of the Duomo for an exclusive experience
Visit "La Terrazza di Luisa" on the rooftop—outdoor terrace restaurant serving organic dishes between shopping
The store carries 600 luxury brands across three floors, mixing established designers with emerging avant-garde labels
Check the Via Roma outlet in the Sant'Ambrogio area of Florence for discounted pieces
No. VAT refunds are only available for in-store purchases made in Europe. Online orders shipped internationally are already VAT-exempt.
High-value items (typically over €1,000) may require physical inspection at customs. Keep your purchase in carry-on luggage, not checked bags.
You must validate your VAT refund at your last EU point of departure, not your final destination.
With TravelMoney, refunds are processed instantly once validated at customs. Standard tax-free services can take 4-12 weeks.
Join TravelMoney and start saving on Luisa Via Roma purchases.
