Business Services Industry
Vespa Plans to Open Milwaukee Scooter Shop.
Knight Ridder/Tribune Business News, May, 2001
By Doris Hajewski, Milwaukee Journal Sentinel Knight Ridder/Tribune Business News
May 13--CHICAGO -Motor vehicles can be sold just about anywhere. But if you're selling a lifestyle, you need a really cool store.
The Vespa scooter -- that little motorcycle you see buzzing around in movies set in Europe -- is one of those lifestyle products. After an absence of nearly 20 years from the United States, those oh-so-chic scooters are back, and they'll be sold in Milwaukee by next year.
Friday, Giancarlo Fantappie, president of Piaggio USA Inc., the U.S. subsidiary of the Italian manufacturer, was in Chicago for the grand-opening ceremony for the first Vespa shop in the Midwest, at 557 W. Diversey Parkway, in the trendy Lincoln Park neighborhood....
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