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Milletré moves from Made in Italy mantra

Premium London womenswear boutique Milletré has overhauled its brand mix as part of a change of  direction under its new owners.

The store, on Victoria Grove, Kensington, is moving away from its focus on Italian labels towards a wider mix of international and up-and-coming labels.

Milletré changed hands in March, when it was bought by The Cult Factory, a new company set up to acquire the store.

Valentina Cangiano, who founded Milletré with her sister Silvia and remains a consultant to the new owner, said the concept of the store had been refined to make it more commercial.

It was retaining the ‘Made in Italy’ policy only in accessories and the main focus now had moved on to trends and exclusivity, she said.

From autumn, it is expanding its ready-to-wear range to include Twenty8Twelve, Paige Premium Denim, Unconditional, Opening Ceremony and Sam Edelman. The move will broaden the store’s prices into the mid-range. It will also stock Pierre Balmain, the diffusion range from Balmain, for spring 12.

To retain its existing customer base, it will continue to stock high-end brands, such as Italian footwear label Casadei, and is introducing Vivienne Westwood, also for spring 12.

Following successful in-store pop-ups from Jade Jagger and beachwear etailer Beach Cafe, Milletré plans to extend the strategy to a range of designers at different price points so it can test new collections with customers before committing to larger orders.

The store is also in the early stages of planning its own pop-up shop at luxury hotel Lešic Dimitri Palace, in Korcula, Croatia. It will open for three months next summer.

Milletré is also revamping its website over the next six months although Cangiano concedes that this has been a “side issue” until now. The new site will include more product and editorial content.

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