Mila Schön overhauls wholesale network, eyes selective international retail presence
Feb 21, 2020
Long-established Milanese fashion label Mila Schön, owned by Japanese distribution group Itochu since 1992, embarked a year ago on an overhaul of its wholesale network, aiming to serve only a small, highly select number of top-notch stores worldwide.
“In Italy, we are currently available at five premier multibrand stores in Varese, Bergamo, Portofino, Santa Margherita Ligure and Turin; we’re also about to finalise a deal with a major Milan store,” said Nicoletta Canessa, the label’s commercial director, speaking to FashionNetwork.com. “Outside Italy, we are present in Switzerland, in Zurich and Chiasso, and we're negotiating with a store in Geneva. We are also well-distributed in Japan, via leading department stores and independent fashion retailers."
For the near future, Mila Schön is setting its sights first on Germany, with the Fall/Winter 2020-21 season, and then on the UK, Spain, Portugal and Austria. “Our goal is to serve only one store in each European capital. We’re working on London, Madrid, Lisbon and Vienna, targeting altogether about 10 ultra-selective stores worldwide. Our main strength is on-time delivery, together of course with high product quality. Our collections are entirely made in Italy, using the finest materials,” said Canessa.
Style-wise, since the last winter season Mila Schön has been working with a Swedish designer, Gunn Johansonn, who has been living in Italy for many years. “In addition to the design office, we can tap a huge heritage, the design archive of Mila Schön, of course reinterpreting her work in a contemporary way,” said Canessa. Last year, Mila Schön decided not to show at the Milan Fashion Week any longer, opting for a presentation formula and opening a showroom in via Montebello in Milan.
The label’s Fall/Winter 2020-21 collection hinges on the idea of modernity in the sense of timelessness. An efficient wardrobe, designed to be worn in endless personalised permutations, and to make life simpler. The collection’s clean cuts, its volumes and double construction enhance the rare materials used, from cashmere to merino and silk. The colour palette is classic, with a predominance of white, black, beige and hints of pastel pink.
For the next winter season, Mila Schön is introducing the ‘Mila Around the Clock’ capsule collection, consisting of 10 essential items in black, suitable for all women at any time of day, which are also interchangeable, like the overcoat that can be worn as a dress. A recognisably timeless style.
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