Mexx plans major European brand comeback
Dutch clothing brand Mexx is embarking on an ambitious relaunch and expansion plan that will see it take on Europe, Canada and the Middle East.
The announcement follows the brand’s acquisition by RNF, the Dutch sports and fashion holding, from Eroğlu Holding in August last year.
Once a popular Dutch company with revenue of $1 billion, Mexx faded into the background in the last decade and declared bankruptcy in 2014. The business was taken over by Eroglu Holding in 2015.
As part of the revamp, the brand will launch and operate a new e-commerce platform, and will launch on Amazon and Otto. The retail channel will be boosted via franchise, department store and multi-brand store agreements, as well as with a limited number of standalone Mexx locations.
Its new owner said the brand will relaunch in Canada, France, Austria and the Netherlands from Fall 2018, with Belgium, Germany, the Middle East, Russia and Egypt planned for Spring 19.
Flagship stores are expected to open in Paris, Antwerp, Amsterdam, Berlin and Munich from Spring 19 onwards, showcasing a new minimalist design with a smaller shop floor.
RNF Holding is also considering possible market entries in India and China for 2019 and 2020.
The global push will confirm Mexx’s new positioning as an international lifestyle brand for the 25+ customer, aiming to capture the lower to mid-market segment that Massimo Dutti currently dominates.
"Mexx is an authentic brand with a distinctive positioning, strong heritage as well as global brand awareness to leverage. We are proud and excited to work on the revival of the brand. We see immense potential for Mexx to play a highly relevant role in today's fashion landscape", said Leo Cantagalli, chief executive officer.
SS18 MINI COLLECTION
This week, Mexx unveiled its new Spring Summer 18 mini collection, with new styles for men, women and children. The collection will be available to consumers on the brand’s website as well as in existing stores in Greece and other countries where it currently operates.
The collection, designed for the smart urban professional, includes footwear, bags, underwear and accessories.
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