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Multi-brand Mego concept to expand across Ireland

Irish multi-brand womenswear retailer Mego is looking for more locations after opening its first flagship store near Dublin.

The business opened the flagship in the Pavilions shopping centre in Swords near Dublin last week, selling brands including Mexx, French Connection, InWear, Lipsy and Jackpot. It is hoping to take advantage of a slower retail property market to open more stores.
The opening follows a trial of the concept at the Crescent shopping centre in Limerick after Mego’s owners converted half of its Mexx franchise unit into a Mego multi-brand format.

The privately owned business is planning to open eight stores over the next 18 months in major cities across Ireland.
Marketing manager Cathy Mills said the multi-brand format, which allows it to spread stock risk, was more suited to the difficult economic climate. “It’s hard to have all your eggs in one basket,” she said.

“With franchises, if the brand has a bad season, that’s all you can put in the store. With multi-brand people have a choice.”
Mills said Mego’s brand portfolio was aimed at a wide range of female shoppers, with the likes of Jackpot at the older end and Lipsy and Rare at the younger end.

“We’ll open a couple more stores in Dublin and the rest in major cities,” said Mills. “The locations will be mostly shopping centres. We want to take advantage of the retail property market.”

There are no immediate plans to bring the concept to the UK.

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