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Marlboro Classics looks to expand under rebrand

Lifestyle brand Marlboro Classics is rebranding to MCS Marlboro Classics as it aims to broaden its appeal and expand its offer.

Marlboro Classics, which is owned by the Valentino Fashion Group, will launch the new branding for spring 10, along with an expanded womenswear range and the first footwear and accessories for women. There will also be a men’s swimwear range.

The MCS name will be used on store fascias and interiors in tandem with the Marlboro Classics name and will also feature on clothing labels which will be colour coded to distinguish the more rugged outdoor styles from the newer cleaner looks and the womenswear.

Valentino Fashion Group’s divisional director of MCS Marlboro Classics Paolo Vazzoler said the MCS branding would help the business expand its appeal beyond its US and outdoor image and help boost its distribution.

“We have kept our heritage and our outdoor image and that will not change, but we are developing a more European influence in the collection,” said Vazzoler. “There will be slimmer fits and cleaner washes. The natural colours that we have always used will be kept but there will be brighter colours too. I don’t want to say it will look ‘younger’ but it may be ‘less old’. MCS is a more flexible brand and gives us opportunities to make other product categories and possible licences.”

The brand’s pricing will remain the same, although Vazzoler said the quality of fabric and detailing has improved for spring 10.

Marlboro Classics has one standalone store in the UK in the Westfield London shopping centre in west London and 39 accounts with indie retailers. It is in talks with department stores about opening concessions.

The brand had a turnover of about ¤170 million (£144m) last year with 2,400 points of sale globally.

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