Mimco to style up the Brits

MELBOURNE: Mimco is expanding its retail model overseas, with plans to open six handpicked boutiques and a series of department store concessions in the UK.

With the high-end accessories brand having opened its debut UK store in London's high-end Chelsea area in late August, the first half of September would see three further stores opening on Marylebone High Street, London; Monmouth Street, Covent Garden, London; and the coastal city of Brighton respectively, confirmed Mimco general manager, operations, Greg Puchert.

Mid-October would see a further outlet open its doors on Ledbury Road, Notting Hill, with another to open in late October at Westfield Shopping Centre, White City, London.

At same time the brand had also secured deal to open concessions at eight stores across the UK and Ireland in the House of Fraser department store group, he confirmed. "We are privileged to be associated with such a prestigious department store."

Mimco's UK drive marks a return to the market. Until five years ago, the brand sold handbags, knitwear and jewellery in the UK through a wholesale model, before withdrawing to concentrate on building its Australian retail profile.
Describing the brand's UK re-entry as timely, Puchert said key Mimco personnel had experience in UK retailing and business.

"We have found that the growth of accessories in the UK over the last five years has been staggering, and it seems that this is set to continue. There has been fantastic feedback in London recently about our product, particularly our jewellery, and [we] believe we can offer the UK customer something special, different, and fresh." 

"The store locations that we have chosen will provide Mimco with its special boutique feel, excellent adjacencies, and a very good start to being positioned where our customer enjoys shopping for something a little different." He said he was confident Mimco would succeed in the UK market, despite current tough trading conditions.

"Regarding timing, we feel that good businesses continue doing what they are good at throughout any economic cycle, and although it is very challenging in the UK at the moment, we will stick to our core essence of creating amazing product for our 'Mimco woman' and giving her great customer service."

By Belinda Smart