Miss Sixty will relocate its Carnaby store to South Molton Street this spring as it prepares to relaunch as a premium brand.
The Great Marlborough Street store, which stocks Miss Sixty and its young fashion stablemate Energie, will close in March, with the new South Molton Street store – stocking only Miss Sixty – due to open at the end of March or in April.
Maurizio Perich, commercial director of Miss Sixty’s Italian parent company Sixty Distribution, told Drapers the more upmarket location “makes more sense” for the new direction of the label. “It suits the new direction of the brand,” he explained. He would not reveal the precise location of the new store, as the deal is still in progress.
Miss Sixty will also relocate its store at 42 Kensington High Street next year to the “more premium” area of Knightsbridge, he revealed.
Miss Sixty’s UK stores – starting with Westfield London – will be refitted to reflect the repositioning, as will its stores in Florence, Milan and Paris. There are plans to open another store in central London in 2015, with Regent Street a target.
Its store in Rome became the first to house the new concept shopfit, reopening on December 15. Work to transform the Westfield London store will begin shortly; it is due to reopen in April.
The group is also looking for a smaller store on Carnaby Street for Energie, as the brand suits the mix of menswear and denim shops in the area, according to Perich.
As reported by Drapers, Miss Sixty will also begin wholesaling again in the UK for autumn 16, focusing on a “very selective, higher-end distribution”.
The revamped range will focus on denim, but with a strong fashion influence, with denim dresses, jumpsuits, blouses, T-shirts and jackets. Wholesale prices are not yet available.