MesDemoiselles opens Milan store, targets Europe and North America retail expansion
MesDemoiselles is getting busy internationally. The high-end Parisian ready-to-wear fashion label is already generating 90% of its revenue through exports, via 800 multi-brand retailers, and has now opened its first store outside France. Its priority, though not the only one, is Europe-wide retail expansion, adding to its eight mono-brand stores currently active in France.
The first stage in MesDemoiselles' international growth was to be Italy and, according to plan, the label's first international store has now opened in via Solferino, Milan. The interiors of the 80 m2 store feature a more luxurious atmosphere than is customary for MesDemoiselles. With each opening, the label is refining its outlook.
This will be the case for the forthcoming openings, planned in Florence and in the Tuscan resort of Forte dei Marmi in Italy, as well as in Ibiza and Mykonos, where the stores are expected to open within the first six months of 2017, before the tourist season kicks off. In the short term and no longer on a resort theme, MesDemoiselles is also targeting a London opening.
"In the last few years we kept a rhythm of four openings per year, and our objective is to speed up to seven or eight," said Max David Silbermann, the label's co-founder with designer Anita Radovanovic. "We need to open our own stores, they identify the brand on those key markets where we have a wholesale presence," he added.
And while the retail expansion priority in 2017 is Europe, the duo has already identified the label's 2018 target: the American market. "We enjoy a well-established wholesale presence [in North America], thanks to our subsidiary, but we also plan to open a showroom and especially our own stores there," said Max David Silbermann, who is keen to take charge himself of MesDemoiselles' North America expansion plan.
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