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Miss Sixty will go premium for UK wholesale return

Miss Sixty will be repositioned as a premium brand when it relaunches in Europe later this year.

Italian parent company Sixty Distribution will revamp the retail division before Christmas, upping prices by between 30% and 40% on average, with denim retailing from €120 (£96) to €250 (£201).

Miss Sixty’s six UK stores – starting with Westfield London – will be refitted to reflect the repositioning, as will its stores in Rome, Florence, Milan and Paris. There are plans to open another store in central London in 2015, with Regent Street a target.

Miss Sixty will then begin wholesaling again in the UK for autumn 15, focusing on a “very selective, higher end distribution”.

Sixty Distribution sales director Maurizio Perich told Drapers: “The distribution will be very different than before – we will be in that affordable luxury category. Our initial focus will be retail, then we will take wholesale step-by-step. There is no final target for the number of stockists we want.”

He said the repositioning, which was first unveiled in China in July last year, was necessary to turn Miss Sixty into a global brand: “The positioning needs to be higher to get consistency across all markets. We began in Asia, Europe is next on our hit list, then we will look at North America.”

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.

The brand had 200 UK stockists at its peak in the mid-2000s but exited the UK wholesale market in autumn 12 after its then owner Sixty Group experienced financial difficulties.

Asian investment firm Crescent HydePark bought Sixty Group in May 2012, and created Sixty Distribution to operate in the EMEA region.

Miss Sixty’s young fashion stablemate Energie, which also left the UK wholesale market in 2012, is

relaunching for autumn 14 in House of Fraser and will extend its stockist base from spring 15, targeting department stores and independents. It is not yet known how many HoF stores will stock the range. Energie retail prices will be largely in line with before, at £70 to £120 for denim.

Sixty Distribution plans to open European flagships in London, Paris and Milan for Energie in the next 18 months. Carnaby Street is earmarked as a potential site.

Agency Present Day Studios has been appointed to handle sales for the group’s brands, which also include men’s outdoor line RefrigiWear and menswear brand Murphy & Nye.

Murphy & Nye will relaunch at the spring 16 edition of Pitti Uomo in Florence next June.

RefrigiWear launched its autumn 14 range in JD Sports-owned Tessuti stores and plans to widen its wholesale distribution for autumn 15.

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