Playlife is the Benetton leisurewear brand that redefines a style. The brand’s store concept reflects the same values, highlighting their emotional content. With its clean and elegant collections the brand blends an exclusive exploration of styles allusions and a strong sense of individuality. Playlife currently has 130 stores in Europe that continues to grow with an unmistakable personality.

The process of renewing Benetton Group’s multi-brand, Playlife, which began last year in Treviso with the opening of the first new concept store and the definition of a sales space capable of transforming the customers’ shopping experience, is proceeding not only with major store openings, but also through an ongoing and specific definition of style in the new collections.

Playlife is a brand of the Benetton Group. The founding group has a consolidated identity comprised of colour, authentic fashion, quality at democratic prices and passion for its work: these values are reflected in the strong, dynamic personality of the brands United Colors of Benetton, Under colors of Benetton, Sisley, Playlife.

In Italy, new Playlife concept stores have opened in Cremona, Treviso, Bologna, Milan (2), Turin, Trieste, Pistoia, Empoli and Chieti. The innovative website of the brand illustrates the brand’s multi-faceted world, sharing it via an increasingly widespread presence on social networks, and through a series of Apps, as well as the all-new web radio, bringing end consumers directly into the Playlife world.