Founded in 1929 by Luisa Jaquin and Lido Panconesi with the opening of the eponymous concept store in Via Roma in Florence LuisaViaRoma grew under the managerial direction of the founders grandson, Andrea Panconesi, who holds the title of President while his daughter Annagreta is the Creative Director of both the website and store Online since 1999 today the company invoices over 90% from its online sales

In 2021 Style Capital a private equity fund specializing in fashion and lifestyle brands represented by Roberta Benaglia, invested €130 million in the company. The strategic partnership aims to accelerate the growth of the luxury e-tailer in its main markets and to support its plans for international expansion. Leading the ambitious project is the new CEO Alessandra Rossi, a top manager with over 20 years of experience in the fashion e-commerce sector