Miss Sixty’s more premium positioning comes to life in its new UK flagship
Miss Sixty has unveiled its new UK flagship, the culmination of months of work to relaunch itself as a premium brand. The location is significant – 52 Brompton Road sits in the heart of London’s luxury quarter, Knightsbridge. And the interior has been designed to match – it has a cleaner, more aspirational feel than the womenswear brand’s old stores.
The 2,580 sq ft Brompton Road store spans two floors and offers everything from denim to accessories. It follows the design concept debuted in Miss Sixty’s flagship in Rome at the end of 2014, which takes inspiration from 1960s art and architecture, but has some added extras. For example, there is a new denim area on the ground floor, while wings emerge from the walls on the first. The concept was debuted in the UK in its Westfield London store, which opened last September.
The Brompton Road store brings Miss Sixty’s total in the UK to just two. The Italian brand, which was founded in 1991, has closed its stores on Kensington High Street, Great Marlborough/South Molton Street and in the Westfield Stratford City shopping centre, as part of its strategy to more premium or affordable luxury sites. In 2014 Italian parent company Sixty Distribution revamped the retail division, raising prices by between 30% and 40% on average, giving denim a retail price range of €120 to €250 (£96 to £201).