Moschino plots mainland China ‘takeover’
Aeffe-owned Italian fashion and leathergoods brand Moschino recently publicised its intention to take direct control of its own brand boutiques in mainland China, effective from June 2022.
Currently, fashion brand management group Scienward Fashion and Luxury (Shanghai) manages around 20 stores on Moschino’s behalf. The Milan-headquartered label described the expected transition as a soft one, following over a decade of collaboration with Scienward.
Aeffe co-founder and executive chairman, Massimo Ferretti, commented: “The takeover of Moschino’s distribution in mainland China is another pillar of [the brand]’s repositioning strategy. We are now able to manage the entire brand value chain, from product to quality, from distribution to communication.
“Given the importance of the mainland China market, the direct management of the distribution will permit us to accurately control the brand image, provide an attentive customer service and, above all, accelerate the commercial penetration based on a development plan that includes new openings and the strengthening of the travel retail business.”
Aeffe, which also owns brands Alberta Ferretti, Philosophy di Lorenzo Serafini and Pollini, acquired full ownership of Moschino by purchasing the remaining 30% of the company back in July.
The group reported consolidated revenues of €250 million (around $280.3 million) for the first nine months of 2021, representing a year-on-year increase of 20.9%.
