These are the children of merchants with a long-standing history behind them who, thanks to their acquired experience, have now taken the reins of the family business. Alongside them are young people who, with enthusiasm, passion, and expertise, have decided to embark on a path that is not among the easiest today but undoubtedly fascinating. They are often united by the desire to put to good use the knowledge gained during their university studies, a reservoir from which to draw new lifeblood for the sector.

They are the "Next Generation" boys and girls, just over twenty or under thirty, who have taken charge of managing their stores firsthand. From north to south, there is a great deal of ferment, and a breath of fresh air can be felt. Thanks to them, neighborhood stores are trying to find a new splendor.

They have not launched a challenge; theirs is not audacity nor, much less, a desire for protagonism. It is a concrete response to the growing demand of Italians who ask to have more commercial presences in city neighborhoods, and Milano Home is happy to spread their messages, giving voice and visibility to the new young entrepreneurial fabric.

Talking to them, we have perceived positive sensations and recorded the desire and ability to project the world of shops towards a new, fruitful season.