MELBOURNE: Mimco's creative director Cathryn Wills has been promoted to assume control of the brand's commercial operations.
The change comes in the wake of the departure of Mimco's former general manager of operations, Greg Puchert. Prior to Puchert's resignation, he and Wills ran the Mimco business side by side.
Wills' promotion to the role of creative and commercial director comes in the wake of six and a half years of affiliation with the brand, graduating through the roles of freelance design consultant, design manager, general manager of design and creative director.
“I've spent many years working in the creative arena; this role challenges me to continue with a creative vision but to broaden my scope to include all aspects of the retail cycle,” Wills said.
She revealed the portfolios now under her control are production, marketing and public relations, visual merchandising and retail operations.
Wills nominated the brand's efforts to grow internationally as among her primary challenges.
“Each time we open in a new region, we are faced with the task of learning a new customer and a new marketplace. The UK and Asia are key growth opportunities for us, and we see this as an exciting challenge to embrace.”
She said bags, shoes and jewellery would remain the “key pillars” of Mimco under her leadership.
“We also have several smaller categories like hair accessories, sunglasses and watches that we see as having huge potential. Ultimately a brand has to continue to evolve, so our broad goals are beautiful ranges that anticipate and cater to our customers’ needs, stronger brand equity and ... sales growth year on year.”
Mimco is owned by Gresham Private Equity and the brand currently operates retail stores across Australia, New Zealand, the UK and Singapore. Mimco also wholesales through retailers including department store David Jones.
Erin O'Loughlin