about us

Upim è di casa.

You're sure to feel at home in our new Upim. Because it's simple, fun, and stylish.
And because it knows all about your desires and your needs. Here at Upim, you will find everything you need when it comes to fashions for your and your loved ones, as well as beauty products and housewares. Quality items at Upim prices, because we don’t think you need to spend more than you have to. That way, you can use the money you save for even more important things. It’s simple, isn’t it?

Upim was founded in Verona, in 1928. It is a department store that is a reference point for accessible shopping with service and value for money, designed to meet the real needs of families..
With over 400 stores, including points of sale dedicated to kids’ clothing, located in city centres, shopping malls and residential areas all over Italy, Upim is close to people as part of everyday life. A focus on contemporary styles and to real lives, listening the the requirements of families and the actual needs of its customers are all things that make Upim such a familiar everyday presence in homes, as well as a genuine point of reference in the areas where it has a presence.
Upim’s ranges include men's and women’s fashions, and kids’ clothing with its Blukids brand, including Baby (0-36 months), Kids (2-8 years), and Junior (9-15 years) collections, which stand out for their use of natural fibres. Upim also sells personal care items and homewares under its Croff brand name.

Many of Upim’s clothing and underwear items are made in Biocotton (grown without using synthetic agricultural chemicals), which has Oeko-Tex certification to guarantee that chemicals are not used to make the clothing. The company is part of the Better Cotton Initiative.

Our history

from 1928 to today

1928

A PILOT STORE WAS FOUNDED IN PIAZZA LORETO, MILAN THE SUCCESS OF THIS STORE LED TO THE OPENING OF THE FIRST REAL SALES POINT IN VERONA, IN THE SAME YEAR.

1934

UPIM BECAME SYNONYMOUS WITH “SHOPPING”, WITH 35 STORES IN ITALY AND TWO ABROAD.

1960
1970

BY 1970, UPIM HAD OPENED 150 STORES WITH THE FAMOUS SLOGAN:

COME TO UPIM FIRST

UPIM’S IMAGE BECAME ASSOCIATED WITH THE VALUES OF A UNITED FAMILY, YOUNG PEOPLE, AND SUCCESS NUMEROUS NEW DEPARTMENTS WERE CREATED IN THE STORES

1980
1990

UPIM WAS TRANSFORMED IINTO A SOLUTION FOR EVERY PROBLEM AND OCCASION AN AFFORDABLE BRAND THAT COULD SATISFY THE EVERYDAY NEEDS OF THE TRADITIONAL ITALIAN FAMILY

1999

BLUKIDS WAS CREATED IN THE UPIM STORE IN CORSO BUENOS AIRES IN MILAN.

2008

UPIM RELAUNCHED CROFF AND RESTARTED OUTSIDE ITALY.

2000

UPIM HAD 400 STORES IN ITALY AND ABROAD

ITS STORES HAD BECOME A POINT OF REFERENCE FOR MODERN FAMILIES SEEKING EXCELLENT VALUE FOR MONEY.

Our departments

We want to give more value to the things that really count.

What is truly important? Everyone has their own idea of what is important, but often, the things that count are the small pleasures that give meaning and flavour to a day. A smile from a loved one, a kind gesture, a well-laid table. At Upim, you’ll find all you need when it comes to clothes, homewares and personal care. Quality items at Upim prices, because there’s no need to spend more than you have to. That way, you can use the money you save for even more important things. It’s simple, isn’t it?

upim brands

Femminilità, raffinatezza e qualità sono i punti di forza di questa collezione. Per una donna raffinatamente seducente, che ama sentirsi libera e casual senza rinunciare ad un tocco di eleganza.

Abbigliamento intimo realizzato per valorizzare il fascino e la personalità di ogni donna.

I capi che amano le curve femminili. La linea curvy per le donne che apprezzano versatilità e comodità nel loro abbigliamento.

Lasciati ispirare dalle tendenze moda, aggiungi al tuo guardaroba quel tocco in più che ti rende unica. Un’ampia varietà di capi per vivere ogni giorno con un look contemporaneo e sensuale.

Capi con un animo casual pensato per gli uomini che non rinunciano allo stile di un look pratico, confortevole e di tendenza.

Una collezione che è sintesi di eleganza e comfort con capi adatti ad ogni momento della giornata. Camicie, pantaloni, blazer e maglieria con un ottimo rapporto qualità prezzo.