In 1990 Dario Antonioli opened his first store in Milan under its original name DMAGAZINEoutlet on via Montenapoleone 26, one of the most famous shopping high-street in the world.

The success was immediate and DMAGAZINEoutlet became one of Milan's top multi-brand shopping experiences, housing nearly 3000 national and international brands in 3 different Milanese locations. Where trendy meets classic, customers thrive in creating their style mixing Italian luxury brands with worldwide emerging designers. Its success has been largely recognized by local fashion hunters, as well as international visitors from around the world.

In 2004 DMAGAZINEoutlet expanded its brick-n-mortar to Via Forcella 13, an area where anyone in the fashion industry is sure to have visited at least once. It continued its growth four years later opening a larger store on via Bigli 4 in 2008. In that same year, DMAGAZINEoutlet was recognized by Forbes for being one of the “World's Best Outlet Store”. In 2012 DMAGAZINEoutlet moved around the corner from Montenapoleone 26 to via Manzoni 44, one of Milan's most culturally recognized streets.



In September 2016 DMAGAZINEoutlet evolved into DMAG, expanding its core business to include a digital experience through its new e-store. DMAG, now available globally, offers its customers worldwide the chance to have the same local shopping experience delivered directly to their door.