Urban Jungle was launched in the south of Italy at the end of last year and by the end of this year there will be nine outlets: three in Naples, and others in Caserta, Messina, Agrigento, Milazzo, Ragusa and Catania. The latest to open was at the I Portali shopping complex near Catania, with the outlet covering some 80 m2. "We were very choosy about the location of our shops," Mr Borg said. "All the shops are in main streets or places where there is high traffic to ensure momentum is maintained. Urban Jungle is to be extended throughout Italy and within the next three years the plan is to have 50 stores.

"The major brand we have launched in Italy is Nike. This was done with the fully support of Nike Europe, and we also have support for our initiatives in Italy for Converse, Timberland, Crocs and Oakley."

Time International were given help in marketing, with Nike Europe using the Urban Jungle stores in southern Italy as a showcase for their products and also to launch their latest shoe designs. Stocks are delivered directly to the outlets from the mother company.

"We are also stocking these shops with limited edition products which are very hard to find. One particular type of Nike shoe collection was made available in just 52 shops in the whole of Europe and we had one of the two shops in Italy that had this collection."