Downtown shopping tour

Via Italia is Biella’s main road, which cuts through the historic center. You will notice that the road isn’t straight: this is supposedly to block the wind. Also note that the surface is still slightly V-shaped: until the beginning of the century, after a snowfall they would divert a river to flood the center of the street. Snow would be plowed into this temporary river, which would melt it and take it downstream!

Typical shopping hours are 9:00-12:30 and 15:00 (or 15:30) to 19:15, with the exception of Sunday and Monday morning, when most stores are closed. For your convenience, we have listed the hours of the stores we recommend.

Here is a suggested tour (see map below):

You can start with the tourist office (“Agenzia Turismo Locale”) (Monday-Friday 8:30-13:00, 14:30-18:00; Saturday 8:30-12:30, 14:30-17:30; closed Sunday) across from the hotel Agorà to pick up additional information. On its right is the Gelateria Chalet Giardini (7:30-19:30, closed Tuesday), which offers one of the better gelato that Biella has to offer (especially the “crema” flavor).

Pasticceria Jeantet, (7:00-2:00, closed Monday) underneath the portico on the east side of the square at number 16, makes the typical canestrelli, a delicious Biellese specialty dating from at least 1805 consisting of two wafers joined by a chocolate filling flavored with hazelnuts, almonds, and "secret" ingredients. Other sweets are also worth tasting and make for great gifts. Use the hotel card for a 5% discount.

Proceeding North in via Italia at number 7/a, you reach Minola (9:00-12:30, 15:00-19:30, closed Sunday and Monday morning), which sells upmarket leather goods, accessories, and, in a new store across the street at number 8/c, woman’s fashion. Here you will find brands such as Prada, Gucci, Fendi and Etro.

If you need train reservations or tickets stop by Agenzia Viaggi Scaramuzzi (8:45-12:00, 14:30-18:30, closed Sunday and Saturday afternoon) at number 11/b. At number 11/e Boglietti Gioielli (9:00-12:30, 15:00-19:00, closed Sunday and Monday) sells fine jewelry, some custom-made.

A small detour down via A. Gramsci to number 11 brings you to Enoteca Arte del Bere, known as Cortinovis (9:30-12:30, 15:30-19:30, closed Sunday and Monday morning), where you can find highly-regarded regional wines like Barolo, Barbaresco, Nebbiolo, Gattinara and Dolcetto, the local sweet cherry liquor Ratafià di Andorno, and an assortment of regional sweets like Canestrelli di Borgofranco or Bicciolani di Vercelli.

Back in Via Italia, at number 13/a you will find the known Benetton store (9:30-12:30, 15:30-19:30, closed Sunday and Monday morning).

Keep on strolling up via Italia, and stop for a drink or a cup of cioccolata (hot chocolate) at Caffè Ferrua (7:30-20:00, closed Wednesday) at number 43, at the corner of via S. Filippo, where the entrance is located. The bar dates from 1842, and the wood paneling of the interior room from 1919.

Continue west on via S. Filippo and on the right at number 16 you will find Gastronomia Mosca (8:00-12:30, 16:00-19:00, closed Sunday and Monday), the best food store in town. It’s worth browsing, and I can guarantee that it will be hard for you to leave without buying something scrumptious to bring home! (Note: meat products and fresh fruits are not allowed in the U.S.; consult the USDA website for the latest).

Gelatissimo, piazza Martiri della Libertà 4/a (11:00-20:00 or 23:00 based on weather, closed Wednesday), makes one of the better tasting gelato in downtown Biella. Highly recommended, but watch out: it is addictive!

For everyday Italian foods like pastas, sauces, etc., the supermarket Esselunga (Monday 12:00-21:00; Tuesday-Saturday 8:00-21:00; closed most Sundays) is conveniently located in the shopping area next to the hotel Agorà.

Factory outlets

Biella is a center of textile production in Italy, and several companies have opened outlet stores, where pricing are usually better than Italian retail and a bargain in comparison with North American pricing. Here’s a selection of recommended stores:

In Biella and immediate area

Mister Nic, via Bengasi 8, 3½ blocks southeast of hotel Agorà, tel. 015 20441 (9:00-13:00, 15:00-19:30, closed Sunday). Offers a selection of very fine cashmere sweaters at outstanding value.

Fila Sport offers two outlets: one is in town next to its world headquarters, at viale Cesare Battisti 28, 7 blocks north of hotel Agorà near the end of via Italia, tel. 015 23138 (Monday 15:00-19:30; Tuesday-Friday 9:30-12:30, 15:00-19:30; Saturday 9:30-19:30; closed Sunday). This has a better selection of nicer clothes. The other one, at strada Trossi 8, Verrone, Tel. 015 582-1541 (Monday 15:00-19:30; Tuesday-Friday 9:30-12:30, 15:00-19:30; Saturday 9:30-19:30; closed Sunday), has a much bigger surface but is more focused on lower-end goods.

Surrounding area

The Place Outlets, strada Trossi, Sandigliano, tel. 015 249-6199 (9:00-19:00, closed Sunday). Sells luxury items such as Ermenegildo Zegna and Agnona (women’s wear) branded items, as well as Gucci and others. The selection is a hit-or-miss, and prices are still elevated, but the lure of the brand name is there.

Modesto Bertotto (MB Retail Srl), strada Trossi 31, Verrone, tel. 015 255-7094 (Sunday and Monday 15:00-19:00, Tuesday-Saturday 10:00-19:00). Manufacturer of fine woven products since 1889 has a vast selection of suits, jackets, pants, gowns etc. in super-fine wools (super 120s, super 150s), cashmere, and other fine-fibers at prices a fraction of what you would pay them in the U.S. They also carry shirts and shoes, and sell their fine fabric by the meter (yard).

Nouveau Nè (River Srl), Via Papa Giovanni XXIII 96, Cerrione, tel. 015 258-3651/-3653 (10:00-19:00, closed Sunday and Monday). Carries all sorts of kid’s clothing with a vast selection of colors and some accessories. Ages from newly born trough teenager.

Confezioni Biellesi Via Repubblica 20, Masserano, tel 015 980790/980286/980326 or 800 010199 (Monday-Saturday 9:00-12:00, 15:00-19:30; Sunday 15:00-19:30), has a huge variety of high-quality formal wear (jackets, coats, pants, dresses, even furs) and casual wear (including sweaters) at discounted prices.