After opening its first Italian store at Merlata Bloom Milan on May 9, 2025, Half Price has now also opened in the capital. The entry into the Italian market, first in Milan and soon after in Rome, underscores the strategic importance of Italy in their expansion strategy in Southern Europe.
What is HalfPrice
Launched by the CCC Group (well-known in the footwear industry) in 2021 in Poland, it has been a very rapid success, growing to more than 150 stores in 14 European countries in just a few years.
Its appeal lies in the “ treasure hunting” (treasure hunting) that prompts customers to return often, as the assortment is constantly and rapidly rotating, guaranteeing each time the chance to find premium or global brand products at highly competitive prices (the name “half-price” is explained; products are offered at prices significantly below list cost, often half).
This sales model is based on offering original, high-quality items from more than 3,000 global brands. For example, Reebok, Moon Boot, Chiara Ferragni, Iceberg, and many others.
The assortment is very wide and constantly rotating, including:
- Clothing and footwear (jackets, sweaters, pants, boots, sports shoes)
- Accessories (bags and more)
- Household and sports items (blankets, pillows, household items, etc.)
- Pet accessories (kennels and lots of toys)
- Snacks and international food products (various treats and more)
During the holidays, you can find themed items, such as Halloween or Christmas, to decorate your home like one from the movies.
HalfPrice in Rome: Where to Find It
The HalfPrice store in Rome is located at the Roma Est shopping center (via Collatina, A24, Ponte di Nona/Lunghezza exit). It is open daily from 10 am to 9 pm.