Alexandra Gucci Zarini's luxury accessories house, AGCF, has expanded its retail footprint with the opening of a second boutique at The St Regis Longboat Key Resort in Florida. The new store, which opened on 1 October 2026, marks AGCF's first East Coast location and brings the Gucci family's association with the St Regis brand full circle.
The original Gucci boutique at St Regis New York was opened by Aldo Gucci, Zarini's grandfather, in 1960. That store helped establish the Gucci name among the world's most discerning travellers. Now, more than six decades later, AGCF is returning to the St Regis family with a new purpose-driven retail concept.
A legacy renewed with purpose
For Zarini, the return to St Regis is not about nostalgia. "For me, returning to St Regis is not nostalgia. It is a continuation with a new purpose at its heart—the protection of children," she said. AGCF is structured as a Delaware Public Benefit Corporation, and a portion of proceeds from its sales supports child protection charities.
The boutique is located in the resort's lobby and carries AGCF's full product range, including handbags, leather goods, silk scarves, jewellery, and eyewear. All items are crafted in family-owned workshops, preserving the artisanal heritage that has long been associated with the Gucci name.
Josef Zarini, CEO of AGCF, said the St Regis Longboat Key Resort was an ideal setting for the brand's second location. "The resort's values of meaning, service, and legacy align perfectly with our own," he noted. The opening coincides with AGCF's partnership with the World Childhood Foundation, with 20% of proceeds from the Colour of Hope collection going to Childhood USA.
The St Regis Longboat Key Resort, known for its luxury and exclusivity, offers guests a unique shopping experience that blends artistry with purpose. The new boutique is expected to appeal to both resort guests and local shoppers seeking high-end accessories with a social conscience.
AGCF's first boutique opened in 2024, and the brand has been steadily building its presence in the luxury accessories market. The Longboat Key location is a strategic move for the company, tapping into the affluent Florida Gulf Coast market while reinforcing its commitment to social impact.
Travel industry observers will note the growing trend of luxury brands opening retail spaces within high-end hotels, a move that benefits both parties. For hotels, it enhances the guest experience and adds an exclusive shopping option; for brands, it provides access to a captive audience of affluent travellers.
AGCF's expansion comes at a time when luxury travel is rebounding strongly, and hotels are increasingly looking to differentiate themselves through unique partnerships. The St Regis Longboat Key Resort, which opened in 2022, has already established itself as a premier destination on Florida's west coast.
For travel professionals, the AGCF boutique represents another example of how luxury brands are integrating with hospitality to create memorable guest experiences. It also highlights the importance of purpose-driven retail in appealing to modern consumers who value social responsibility.
As AGCF continues to grow, the company is likely to consider additional locations in other luxury resorts and urban centres. The success of the Longboat Key boutique will be closely watched by both the fashion and hospitality industries.
