Vittorio De Sica (billed simply as "De Sica") is the virile young hero of Grandi Magazzini. The title translates as "Department Store," which is where the first half of the story transpires. In a fit of jealousy, store clerk Assia Norris walks out on her boyfriend and heads for a vacation in the Alps, but not before "borrowing" a high-priced ski wardrobe. Once on the slopes, Norris falls in love with truck-driver DeSica, who convinces himself that this extremely well-dressed young lady is a woman of great wealth. Upon discovering that Norris is a fraud, DeSica is crestfallen, but Love Conquers All before the final reel.