European luxurywear importer NMI will put its “recession-proof” business model to the test next year with the launch of a mid-market footwear brand.
Established in 1955 by Nick Mascitelli, the business currently imports high-end labels such as Lagerfeld, C’n’C Costume National, Galliano and Replay and operates an in-house footwear distribution and design division.
Marketing director Carla Robinson said the company was looking to expand its mid-market portfolio with the release of Beau Coops, a unisex footwear line, over autumn/winter 2010. NMI’s shoe stable includes Sempre Di, Sogni Di Giorgia and Brando, a menswear offering that retails across both Myer and David Jones.
“The point of difference with Beau Coops is that it’s a luxury product retailing at a mid-level price range,” Robinson said. “It will be our first major [product] launch for next year.”
Fashion creative Carrie Cooper – who worked as a shoe designer for Alexander McQueen, Eley Kishimoto and more recently Ksubi – joined the company earlier this year to head up its footwear division, ‘The House of Last’.
In addition to revamping the Sempre Di brand, Cooper is also responsible for the launch of Beau Coops, which features 50 cutting-edge styles for men and women and is priced between $150 and $750.
“Beau Coops is very directional in its style,” Robinson said. “It’s really about creating unique, in-house designs without pushing that price barrier.”
The collection is manufactured in Italy, although rising costs have seen other NMI shoe ranges made in Portugal, Spain, Brazil and China.
Key styles for autumn/winter 2010 include platform suede booties with mesh detailing and tall crepe wedges with oversized buckles for women, and thick-soled utilitarian boots and elegant leather lounge slippers for men.
Robinson said 15 domestic retailers have already signed on for the launch collection, which will retail from February next year. A push into the international market is also likely through NMI’s sales partners in Madrid, Milan, New Zealand, Tokyo, New York and London.
Robinson said a potential product collaboration with Sydney’s College of Fine Arts could also eventuate next year. NMI recently commissioned several of its students to create unique installations for its head office in Chippendale.
Assia Benmedjdoub