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Published
Nov 24, 2014
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Mim officially passed onto Main Asia

Published
Nov 24, 2014

The French women's clothing brand officially left British New Look this 22 November to become a property of Hong Kong-based Main Asia. Christophe Orcel takes on the role of president, succeeding Xavier Dura, who arrived at the beginning of the year.

Mims campaign in the women's French press


A new store concept has now been announced for the first quarter of 2015, while a communications campaign launched in November in the women's press (Biba, Cosmo, Grazia, Be, Closer, Voici…) continues. With "the goal of affirming Mim as a veritable fashion brand, with a renewed image and a new and modern tone of communication, in league" with its target.

Now at the head of the chain, Christophe Orcel was previously its administrative and financial director, a position he held for six years. Before that he held financial management positions at several retail chains.

With 360 stores including 80 affiliates, Mim has 2,000 employees and welcomes 60 million visitors in its stores every year. The chain that offers clothing at a low price sells some 25 million items per year.

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