Miss Sixty, the Italian woman’s jeans and young fashion brand founded in 1991 by Wicky Hassan and acquired by Chinese giant Trendy International Group in 2012, is in the midst of its relaunch. After a recent live music showcase of the Italian pop singer Elodie inside its Milan flagship store, SI asked the company about its future plans. Here’s what it said….

Italian pop singer Elodie at the Miss Sixty flagship store in Milan
Photo: Miss Sixty
Italian pop singer Elodie at the Miss Sixty flagship store in Milan

How is Miss Sixty performing?
Considering the year 2019, whose balance it is not closed yet, Miss Sixty is meeting our expectations as it has registered very positive and increased results in all of its distribution channels and markets. In particular e-commerce, where it has been operating since August 2018, is registering a 132% growth if we compare the January-October 2019 performance with the same period of 2018. We have also recently opened a logistic platform based in Central Italy through which we distribute our products for retail, wholesale and online. We have great expectations and objectives for the next years as we notice that the brand and the product are regenerating great attention. We are working to strengthen our presence in Europe, a very demanding and highly competitive market.


Where is it selling best?
Our most important market for retail is Italy where we are historically rooted and very well positioned. It is followed by the UK with two monobrand stores and Russia with five direct franchising stores. Speaking about wholesale revenues, Russia is our most important market followed by Greece, Portugal and Eastern European countries. Best performing for online are the US–especially California–and the UK for traffic. In the last months of 2019 we registered significant progress in Spain and Russia, where we have recently launched a website in Russian.


How many doors carry the brand? 
We operate through nine monobrand stores (including outlets) Europewide. Monobrand stores are in Milan, Florence, Rome in via del Corso and in the Porta Di Roma shopping mall, and in Palermo. In London we are at Brompton Road and inside Westfield White City. Our monobrand stores are generally based in premium areas of cities. For instance, in Milan we are next door to Rinascente, in Florence at a few steps from the Duomo, in Rome in the main city center and in London near Harrods. We also operate through a total of 165 multibrand stores–50 are in Greece, 46 in Spain, 37 in Portugal and 12 in Russia.


Where do you aim to expand?
We want to increase our wholesale distribution in Germany where we have recently signed an agreement with a local partner, Aco Modeagentur, which is already distributing our new collections. In the future we also want to operate via wholesale in the UK, where we are now looking for a local distribution partner. We have also started our further expansion in Spain and Italy. Here we have also started collaborating with an agency that will help us further position and consolidate our presence.


Will you open new monobrand stores?
Our decision to open our Milan flagship store was a most prestigious and relevant choice considering it is based in Piazza del Duomo 31 and occupies four floors for a total surface of 750 sq. meters. Moreover, the Milan flagship is the hub of our international e-commerce for our omnichannel distribution and from where all pieces are shipped. We are always very active in looking for new partners for increasing visibility and distribution of our products through multibrand  online shop-in-shops. Starting from December 2019, we will also open our second outlet in Italy, in Barberino del Mugello in Tuscany, in the McArthurGlen center with the aim to also further strengthen our partnership in the outlet segment.


Will you launch any special projects or capsules?
Every year we launch some special capsule. For s/s 2019 we launched the capsule with Emoji and Buff Monster. For this f/w we are launching a capsule characterized by one of Marilyn Monroe’s most iconic images. For s/s 2020 we will launch a special collab with the US artist WRDSMTH.

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