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01 March 2019


The partnership continues between Elena Mirò and Jamilco for growth in Russia, Kazakhstan, Belarus and Armenia.

The partnership continues between Elena Mirò and Jamilco for growth in Russia, Kazakhstan, Belarus and Armenia.
Saint Petersburg, a further step forward in the brand’s expansion strategy, following on from the recent openings in Moscow.

Elena Mirò conquers Saint Petersburg and opens two new boutiques, one at the heart of the city center in Grand Palace (the leading shopping mall located just a few minutes from the city’s main attractions), and the other on the characteristic Bolshoy Prospect (the busy street running through the Petrogradsky district).

The two shops will be inspired by the new concept of the brand’s Piazza della Scala flagship store in Milan, embodying Italian style and 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, which makes a comeback drawing explicitly on the work of the master architects of the post-war period.

The openings follow on from the recent inaugurations of Elena Mirò sales outlets in Moscow, reinforcing the partnership signed by the brand with Jamilco - a distributor with extensive know-how and in-depth knowledge of the market - to strengthen its expansion policy in the country.

“The opening of the two Saint Petersburg boutiques is of strategic importance for Elena Mirò, and represents a further invaluable step in the brand’s international development strategy, which will see it strengthening its presence in Russia, Kazakhstan, Belarus and Armenia thanks to this cooperation with Jamilco”, 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. The Moscow and Saint Petersburg openings mark the entry 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.

Since it was launched in October, the partnership between Jamilco and Elena Mirò has already led to the opening of 4 stores in Russia (2 in Moscow and 2 in Saint Petersburg). By the end of 2019 the number is set to reach a total of 8 shops, with another 2 to be opened in Moscow, 1 in Rostov-on-Don and 1 in Yekaterinburg.