You can’t have a luxury resort without luxury shopping. Portonovi is an idyllic Mediterranean-style village in UNESCO protected Boka Bay that recently opened a multi-brand store, Olympus and the resort has a larger store of luxury brands that’s set to open soon. In fact, the resort has five other high-end retail offerings and they don’t show any signs of slowing down.

Places like Portonovi understand that fashion is just as much a draw as luxury living. It’s in locations like this that when people are on their holiday and in total relaxation mode that shopping comes to mind. Increasingly, hospitality is partnering with fashion brands to create experiences for people who believe enriching life experiences are synonymous with luxury. This past summer Fendi, Dior, Dolce & Gabbana, Valentino, Tiffany, Camilla, Louis Vuitton, and others partnered with hospitality. So, when Portonovi was being conceptualized, it was always in the plan for fashion to be a part of the resort.

Fashion at Portonovi

Fashion is no stranger to this part of Montenegro. In July, the International Fashion Festival was held in Porto Montenegro with top couture designers from Rami Al Ali to Tony Ward participating with a fashion show in front of twelve-hundred onlookers. Sponsors from luxury brands like Mercedes-Benz and Hublot participated. Ward showed off his AW23 ready-to-wear collection at the festival, and it was so grappling that he chose to shoot his 2023 Cruise campaign there, on Mamula Island.

Olympus is the latest boutique, a much-needed multi-brand store overlooking Portonovi’s marina where sailboats, yachts, speedboats, vaporettos, and cruise ships dock. “The offer and range of clothes, shoes, and accessories that a store like this provides is actually what a resort like this was missing,” says Marko Jovic, the manager. It’s here you find brands like Etro, Tod’s, Hogan, Dolce & Gabbana, Loewe, Bottega Veneta, and Missoni. As soon as you walk in you notice the white color palette of the store. Set in a rectangular shaped room, there’s a lot of open space as each brand is carefully laid out in its own section.

“The opening of Olympus this year was a strategic move to tap into the market and provide a new shopping opportunity for homeowners and visitors from around the world. This addition adds a touch of luxury shopping to the resort, complementing the overall experience and attracting a diverse clientele,” says Aliyev. From the stance as CEO, it’s important for Aliyev to bring in expansion by attracting more high-end retail options and luxury brands. “This move is aimed at increasing the variety of shopping experiences available to its homeowners and visitors and enhancing the overall exclusivity of the complex that is perceived as one of the best addresses in the Mediterranean for living,” he says.

And for Jovovic, it is his aim to have collections that are up to date with the latest trends. He understands the world of fashion retail at high-end resorts thoroughly. Having worked at Porto Montenegro, a twenty-minute boat ride away where the Fashion Gallery has brands from Dior, to Balmain, and Celine side by side in the Monaco-esque village, Jovovic seeks to bring in brands that are unique to the Montenegrin market. “The brands offered by Olympus Fashion Boutique can be found exclusively in our store in Portonovi resort. We believe that in this way we will attract both - new and existing clients,” he says.

A new and larger boutique is coming to Portonovi that will have international luxury brands, and will include a notable Lebanese couturier who’s designs will be featured, though Jovovic isn’t ready to spill the beans just yet on who that is just yet. “Soon we will have one more boutique next to this one with more luxurious brands to offer, and this is what is very important for the resort and what sets Olympus Fashion Boutique apart from the rest,” he says.

It’s clear that the resort is catering to rich clientele that visit or own property, that come mainly from Serbia and Montenegro, as well as from the Commonwealth of Independent States, and Europe (mainly Germany and Austria), with growing interest from people from the US, Switzerland, and Turkey.

Another store in the resort is MC2 Saint Barth Tenero, the official distributor of brands like Jacob Cohen, Santoni, Pal Zileri, Gran Sasso, Sergio Rossi, Berwich, Antonelli, Pollini, MC2 Saint Barth, and Fratelli Rossetti. Inside you find more summer beach wear looks but the quality is luxury, which is reflected in the price. An MC2 Saint Barth baseball hat will set you back $250.

Next door is Novi Monokl, for everything related to luxury eyewear. Here you find designer glasses and sunglasses. Prego Fashion just off the main square is also a multiband concept boutique with high-end casual wear clothing and accessories. It’s here you find brands from Aeronautica Militare, Peuterey, Kangra, Daniele Fiesoli, Mason’s, John Hatter, Stetson hats, and Peninsula Swimwear. Tyche is a women's boutique with brands mostly from Greece. It's quintessentially resort wear to the max with summer dresses, sandals, hats, jewelry, and just about everything you need to fill a beach bag. “Each brand was carefully picked to provide its special touch of uniqueness, great style, quality, and comfort, making them a perfect match for the resort,” says Portonovi in a statement.

And Aqua, the most affordable of all the boutiques in the resort is the go-to place for beach wear. An overload of stripes and navy, it’s the first thing you notice- the navy and white stripes on swimwear, bags, towels, and other apparel.

Portonovi is an amalgamation of luxury from the hospitality, to fashion, food, and the activities that are offered. Visitors and residents don’t have to travel to Belgrade or Zagreb to buy the latest Paris fashions, it can be easily sought in the heart of the Boka Bay.