An aggressive rebranding strategy has resulted in a rejig of store numbers and locations for independent shoe label Milu.
The Melbourne-headquartered label and retailer shut the doors on its two clearance outlets at the close of 2009. In their place had sprung up a new Milu flagship store in Southern Cross Lane in Melbourne’s CBD, complete with an art-gallery inspired fit out and a redesigned Milu logo.
Milu’s business development coordinator Renee Canzoneri said the retail changes were part of Milu’s current upscale rebranding efforts.
“We opened stores in Richmond and Brisbane city some years ago, and it was decided to close those clearance stores at the end of last year and look for other locations, having regard to our new image and range,” Canzoneri said.
Existing Milu stores in Carlton (VIC) and Fortitude Valley (QLD) were set to be ‘redeveloped’ by April and the brand would also have an online store operational by the end of the year, Canzoneri added.
The brand overhaul was part of Milu’s desire to ‘freshen up’ its image as it nears eight years in the marketplace.
Other changes included a greater investment in the women’s market with 42 styles on offer for both men and women in Milu’s autumn/winter 2010 range. This would be the first time the number of styles in Milu’s women’s range had equaled its men’s.
The brand had also reduced its use of synthetic materials and slimmed down its supplier list.
“We’ve moved to sourcing our own leather and ensuring our shoes are made with only hand-picked components,” Canzoneri said.
The move to “better materials, construction and a higher level of quality control” had led to a “marginal” increase in the label’s price points, with women’s shoes now retailing from $99 to $349 and men’s from $109 to $209, Canzoneri said. She nominated Aquila, Batsanis, Nine West, Peep Toe and Aldo as Milu’s current competitors.
Milu, an Australian family-owned business, supplied only to its own retail stores. The company manufactured in Spain, China and Italy and its autumn/winter collection featured styles in leather, suede and satin in sizes five to 11 (women’s) and 39 to 47 (men’s).
Erin O’Loughlin