“What sets a physical store apart is the experience, the human touch, and the attention to detail. These are elements that neither big chains nor online commerce can ever replicate," says Sara Ugo Baudino.

“I expect the next edition of Milano Home to continue on the path set by the first edition, with a particular focus on small producers”

Nearly 5,000 square meters of exhibition space with an eclectic mix of products for home, fashion, and design. EGO Concept Store is an evocative and ever-changing environment located in Vado Ligure, not far from Savona.

The first floor is dedicated to the home: furnishings, lamps and chandeliers, bedroom and living room linens, kitchen textiles, bathroom accessories. And also paintings, flowers, mirrors, home fragrances, and candles. Many gift ideas and the possibility of creating wedding lists.

The second floor is reserved for men's and women's fashion, from classic and elegant clothing to more casual and sporty styles. There is also a department dedicated to formal wear: cocktail dresses for her and formal suits, tuxedos for him.

A family-run business, now in its third generation, founded over 50 years ago by grandfather Enrico. A fabric stall in the market, a small shop selling household linens, the entry into business of his son Dario - who gave up being a marine biologist to continue and give a managerial imprint to the business - together with his wife Graziella in the late 1960s. In 1969, the first men's and women's clothing store opened. In the 1990s, the Baudino family came to manage five commercial activities in the center of Vado Ligure. In 1998, the big step: a single large store named EGO and the entry into the company of the three daughters, Eva, Sara, and Chiara.

"It was my father Dario who led the change, his idea to unite all the activities," says Sara Ego Baudino, who has been managing the home department for ten years. "In our store, customers find research, quality, innovation, but also the competence and courtesy that make the difference. They know they can count on an ever-evolving offer and a team ready to welcome them with professionalism. But the real strength of EGOSTORE lies in human relationships: respect and attention for each customer, values that seem obvious but are rarer than ever today. There is a great teamwork, and in this regard, I would like to underline the great contribution offered by the 'dream team' composed of Rosa, Elisa, Giusy, and Stefania."

"I found the first edition of Milano Home particularly fresh, with a broader perspective, a rare result in Italian trade fairs”

With what approach, today, should a store owner visit Milano Home? What did she particularly like about the last edition?

"Fairs are, by definition, a place for exchange and meeting. No matter how big or international an event may be, it is always essential to participate. I found the last edition of Milano Home particularly fresh, with a broader perspective, a rare result in Italian trade fairs, except for fashion and the Salone del Mobile. I expect the next edition to continue on this path, focusing in particular on two aspects: a focus on how Artificial Intelligence can be integrated into the relationships between companies, points of sale, and customers, perhaps through targeted meetings that 'teach' something concrete. A particular attention to small producers. Stands of small realities, perhaps startups that cannot afford the high costs of traditional exhibition spaces, but that make our windows unique in the eyes of customers. I found the central spaces really engaging, with mood boards full of interesting ideas and the artist who, using tapes, created three-dimensional paintings. A truly stimulating immersive experience!"

What path must stores take to continue growing and evolving?

"Growth comes from the ability to constantly question oneself, maintaining a positive ferment that does not lose sight of its origins and strengths. Innovation is fundamental, but what sets a physical store apart is the experience: the human touch, the attention to detail, and a service built on the real needs of the customer. These are the elements that neither large chains nor online commerce can ever replicate. This is where our true potential lies: not just offering products, but creating an experience made of authenticity, passion, and attention. This is the path we have chosen to follow and we are convinced that it is the right one for us."

Are supply chains important for achieving new levels of sustainability, development, environmental and social responsibility?

"Today, sustainability is no longer an option, but a necessity. Although the furniture and textile sector has started a bit late and unevenly, we are facing an inevitable turning point. The biggest challenge is to learn to look beyond the brand or the apparent quality, to truly understand the impact that each product has on the environment, from the moment it is conceived to its disposal. It is no longer just about design or functionality, but about responsibility. The new generations, especially under-25s, are increasingly attentive to these issues, and their approach is pushing the sector to improve. Supply chains are crucial: adopting sustainable materials and processes is the way to responsible development that looks to the future."

What levers do you use to attract customers and build loyalty?

"Consistency is key. Building customer loyalty is like taking care of a plant: it requires daily attention and the ability to adapt to external changes. Having a good assortment or a well-appointed store is not enough; you need a team of passionate collaborators who cultivate a direct and personal relationship with customers. Being present, 7 days a week, is part of our commitment, as is keeping alive the tradition that has accompanied us since the 1960s. We are now in the third generation, and we carry on this store with a mix of love, a touch of madness, and, of course, a lot of commitment. EGOSTORE is not just a store, it's our home, and everyone who enters should feel part of this story”.

"It is necessary for suppliers to understand that managing minimum order quantities for shipping is no longer up to date”

"Stakeholders, consumers, acquired and potential customers. How can you get clear and targeted communication to each of them? Is the internet an ally or a competitor?

"We don't sell online. This decision, made years ago, would have required opening a new company. Communication has always been in our DNA: we have gone from posters in the 1970s to radio, newspapers, and TV commercials. Today, like many, we use social media, but our bond with our customers is more direct. We have a loyal community with whom we communicate via email and WhatsApp, not only to inform them of promotions but to make them feel part of what happens inside EGOSTORE. On request, we ship throughout Italy, a kind of tailor-made online sale. The territory in which we operate has a characteristic of its own: the province of Savona is the oldest in Italy, therefore, when addressing this segment of the population, a particular communication strategy must be set up. Instagram is essential but Facebook still makes sense. As for the internet, it is a fundamental component for any commercial activity, but it is often misunderstood and reduced to a means of 'selling out', damaging both the retail network and the brands themselves. It should not be a competitor, but a tool to be used with awareness, strategy, and equal correctness."

How do you select suppliers? What are the main challenges in the relationship, if any?

"Without suppliers, our store would not exist! I have never believed in private labels, and our family history speaks of collaborations that I have literally inherited from my grandfather. Over time, we have opened the doors to international suppliers and small artisans, expanding the assortment with realities that share our values. The selection is based on lasting and trusting relationships but I always leave room for new things, because it is important to renew ourselves. There are two key moments that animate our store: the Christmas Market and the House by the Sea, awaited and loved by both locals and tourists. The challenges? Recently we have had some problems with deliveries. I believe it is necessary for suppliers to understand that managing minimum order quantities for shipping is no longer up to date: stores today are real showrooms and cannot afford to keep large stocks in the warehouse. Deliveries should be digitalized, fast, as happens in online shops, and I hope that B2B platforms will become a standard to simplify restocking."