Massimo celebrated the opening of their first U. S. store with a soiree on October 11^th and the following day it opened to the public. The retailer shares the same parent as Zara (Inditex of Spain) and took over the space at 689 Fifth Avenue that was previously occupied by Zara. Unlike its sister retailer, Massimo is not trendy “fast fashion” but rather offers European styled tailored clothing in an upscale environment. The store offers three floors with the second floor devoted to men and the lower two to women. Its target demographic is an urban consumer aged 25 to 45 and the retailer launched their U.S. web site the same day. Remarkedly, the retailer has 268 stores in 68 countries so look for more locations to open here in the future.