“We don’t want to play on defense anymore, but play to win.” This is the mantra announced by Miroglio Fashion’s new chief executive officer Hans Hoegstedt on Wednesday. Appointed last October, Hoegstedt presented a series of new strategies to enhance the brands in the group’s portfolio and a financial investment of 40.8 million euros, or $44.5 million at current exchange, to reach such goal.
Based in Alba, in Italy’s Piedmont region, the apparel division of Miroglio Group — which also includes Miroglio Textile and logistic company M2Log — produces and globally distributes 11 fashion brands for women. These include Motivi, Oltre, Fiorella Rubino, Elena Mirò, Caractère, Per te by Krizia, Diana Gallesi and Luisa Viola, in addition to the Ipekyol, Machka and Twist labels, which joined the company’s portfolio due to the partnership with Turkish Ayaydin Group.
In 2016, Miroglio Fashion totaled 513 million euros, or $559.8 million, 87 percent of which accounted by the retail channel. More than 83 percent of the revenues were to credit to just four of the group’s labels — the Motivi, Oltre, Fiorella Rubino and Elena Mirò labels, which are at the core of the company’s strategies for this year.
“We’re not forgetting the remaining brands, but it’s
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