Miss Sixty rolls out out more European stores, mulls US move

Italy’s Miss Sixty is targeting major European expansion as it repositions itself as a premium label under its Chinese owners. And that expansion includes plans for a store on London’s Regent Street, which is an increasingly popular destination for premium labels.


The new Milan flagship for Miss Sixty underlines the brand's more premium image


The company, which is now owned by Hong Kong-based Trendy International Group, hopes to open there by the end of 2019 but says it  will also unveil new stores in Paris and Berlin ahead of that date with those sites likely to debut by the end of next year.

While the brand has been talking up prospects of a new Paris store for several years, its opening of a 700 sq m Milan flagship last week in Piazza Duomo suggests that its European opening programme is starting to gain traction. The company says it is spending €180 million on opening new stores. As well as Europe, much of that spend will happen in China where the company operates 160 stores but wants to have 300 by 2020.

In a series of interviews, the brand’s EMEA commercial director Andrea Pomi said that the label is growing in Europe and expects turnover of €30 million next year as it continues its higher-end repositioning and opens in key shopping capitals. It currently has 11 European stores and five Russian franchise locations.


The Miss Sixty Milan store is a large space and is part of a strategy to focus on fashion capitals


As well as the Regent Street and Paris and Berlin openings, it is also targeting Madrid and Monaco.

The company is expanding its wholesale distribution too and expects to have gone form very few wholesale customers just a year ago to 200 by year-end 2018. And it will focus on a US launch as well with the brand not yet available in that crucial retail market.

It’s an ambitious plan and so it’s no surprise that the label is also contemplating big name collaborations and the appointment of a creative director, although no details are yet available on this.

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