Miss Sixty: relaunch takes shape

By

Olivier Guyot

Published
Jan 12, 2015

The plan to relaunch Miss Sixty is taking shape. Last October, the group, which was acquired two years ago by Asian investment firm Crescent Hyde Park, leaked elements of its recover plan to the press. The plan is now more concrete with the reopening of its redesigned flagship in Rome as well as a new store planned for London in March.

After injecting 100 million euros into the Italian company, the firm began work on a 50 million euro revival plan with an initial phase primarily focused on Miss Sixty.

The initial products, far less focused on denim and more focused on ready-to-wear, have now been released, although the business’ wholesale recovery isn’t scheduled until 2016. Miss Sixty has nevertheless gone on the offensive as regards direct sales.

Its website is already active for fall/winter. But the brand is also implementing a new store strategy. It overhauled its flagship store at 179 Via del Corso Como in Rome in mid-December with a concept that plays with gold and shiny materials while showcasing skirts and dresses, while also retaining display space set aside for jeans.

England will in all likelihood be the second market to get a next generation Sixty store. According to Drapers, the brand has decided to close its Carnaby Street store in London, which housed the group’s various brands, by the end of March. It will be replaced by a new store dedicated solely to Miss Sixty. The group has suggested that it will be located on South Molton Street near Oxford Street. The store located in the Westfield London shopping center in White City should be renovated in April. The British press has also indicated that the brand will close its store at 42 Kensington High Street and replace it with a location in Knightsbridge.

The group still has 12 stores worldwide and has announced its intention to open ten additional locations in the coming seasons, including in Berlin and Paris.