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06 December 2018


The opening is the first result of the recent partnership agreement between Elena Mirò and Jamilco for the development of the brand in Russia, Kazakhstan, Belarus and Armenia.

Elena Mirò is inaugurating its new Moscow boutique in the central Neglinnaya Gallery, the leading shopping mall located just a few minutes from the Bolshoi Theatre and Red Square.

The opening is the first result of the recent cooperation agreement signed by the brand with Jamilco, a distributor with extensive know-how and in-depth knowledge of the market, in order to strengthen its expansion policy in the country.

With its 4 windows, the new store extends over a total surface area of 170 square metres, and will be the first Russian boutique inspired by the brand’s new store concept featuring an elegant, refined design using premium materials and warm, bright colours to foster a feeling of comfort and inclusivity. The design presents details inspired by the archetypal architectural element of Italian artistic culture, the arch, drawing explicitly on the work of the master architects of the post-war period.

“The opening of this boutique is strategic for Elena Mirò, both in terms of its prestigious, central location, and because it confirms the importance of the partnership established several weeks ago with Jamilco. This is the first invaluable step in Elena Mirò’s international development strategy which will see the brand strengthen in Russia, Kazakhstan, Belarus and Armenia, with the aim of exceeding 10 mono-brand stores by the end of 2022”, comments Elena Mirò Brand Director Martino Boselli.

Jamilco is a leading distributor of apparel and fashion accessories, and a Master Franchise Operator across all business channels: Retail, Wholesale & Distribution, E-Com. Jamilco has been operating on the market for 25 years, and has successfully launched and managed numerous international fashion brands.

“We are honoured and delighted to collaborate with Elena Mirò. This marks the entrance of Jamilco into the curvy fashion segment, which was still missing from our portfolio. We can see good growth potential for Elena Mirò on the Russian market, and are confident we will be able to develop it with success”, comments Jamilco’s General Director, Kira Balashova.

“The partnership with Jamilco is very important for our company. It is a further significant step forward in Miroglio Fashion’s international expansion program”, adds Miroglio Fashion’s CEO Hans Hoegstedt. “With this in mind, we are evaluating other new partners abroad with the same standing as Jamilco so as to grow in Asia, the Middle East and Mexico”.