Fashion label Mexx returns to the Dutch high street
Fashion label Mexx wil be making its return to the Dutch high street with the opening of a new store in Nieuwegein, Utrecht, on Wednesday. The shop marks the first store to be opened by the brand following the acquisition by the Dutch RNF Group in August 2017.
The 300-square-metre store, to be operated via franchise concept, will be located at Binnenstede 11 at the Cityplaza shopping centre. The store range includes apparel collections for men, women and children as well as a footwear collection. Mexx said that it will unveil an “innovative, minimalistic and contemporary lifestyle design” developed to match the brand’s DNA, created by architectural firm Boffi Design.
The store is part of the brand’s major expansion plans, which Mexx announced in March of this year. The rollout of additional stores will start in the spring of 2019, with key European markets including the Benelux, France, Greece and Germany. Mexx said that these are markets in which the brand has a high level of name awareness and has had a previous presence for more than 25 years.
Furthermore, Mexx plans to open stores in Canada, the Middle East, Saudi Arabia, Russia and the Russian Commonwealth. The brand said that it is also considering potential market introductions in Egypt and China and that it expects a high level of growth in emerging markets.
Leo Cantagalli, CEO at Mexx, said in a press release: “Mexx has gone back to its roots. I'm proud that we are opening the first store in our home market of the Netherlands. This is where it all began more than 30 years ago. We've designed a stunning collection for urban professionals. In addition, we've developed a new interior concept in association with Boffi Design that optimally dovetails with Mexx's DNA. Thanks to the new store concept and a contemporary multi-gender collection, we're ready for the worldwide launch next spring.”
Mexx launched in the Netherlands in the 1970s, and during its successful years achieved revenue of over $1 billion. In 2014 the brand filed for bankruptcy while operating more than 300 stores in 50 countries. At the time, the brand cited the economic crisis and decrease in consumer spending for the failure. In 2015, the Turkish company Eroglu Holding acquired the brand for €21 million. Two years later, the Dutch RNF Holding acquired the global IP of Mexx to relaunch the new entity, Mexx International.
RNF Holding said that the focus of Mexx will be on strengthening the organization; entering into partnerships for a decentralized market approach; and optimizing e-commerce strategy and communications via social media.
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