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19 January 2018


Target reached by “300 in 300”, the ambitious project launched by Miroglio Fashion less than a year ago for the refurbishment of 300 stores in 300 days.

The challenging “300 in 300” renovation plan announced early in 2017 by Miroglio Fashion involving 300 stores in 300 days is reaching completion.

Backed by a significant investment of 15 million euro, the project has involved refurbishments and new openings for a number of the corporate brands, including Motivi, Oltre, Fiorella Rubino, Elena Mirò and Caractère.

“I am proud of our team completing what could have seemed to be an impossible project according to schedule” commented Miroglio Fashion MD Hans Hoegstedt. “This extraordinary plan launched at the beginning of 2017 represents a fundamental element in our new strategy for developing the brands and adding value to their identity: now we can count on unique, readily-identifiable stores capable of welcoming customers to a distinctive shopping experience which is increasingly tailored to their needs. The cherry on the cake of a challenging, yet highly rewarding year, during which we have worked with an omnichannel approach and launched major, new projects such as Miroglio Retail 4.0, adding content and services to enhance an entire chain of stores with over 10 kilometres of shop window frontage”.

Among the sales outlets involved have been a number of showpiece Italian stores, including the prestigious new Flagship Stores in Milan of Elena Mirò and Caractère (both in Piazza della Scala) and Motivi (in Corso Vittorio Emanuele II), as well as Elena Mirò Paris (Rue Victor Hugo), all the Elena Mirò shops in shops at El Corte Inglés Spain, and Motivi’s new Moscow store in the Evropeisky shopping mall (see attachment with all the main operations undertaken).

“Including in-house staff and outside professionals, the design, development and delivery has involved no fewer than 15 designers, 22 project managers, 20 installers, 30 furniture suppliers, and 15 electrical and air conditioning systems providers” comments Fabrizio Dell’Arte, Miroglio Fashion’s Retail Service Manager. “A major challenge that proved to be decidedly stimulating, starting with the development of the new concept stores for the Motivi, Oltre, Fiorella Rubino, Elena Mirò and Caractère brands, and then spreading throughout the network of shops. It turned into a ‘global project’ involving the whole company, with everyone playing their roles and contributing their own expertise. Careful planning, a strict process based on constant engagement and the sharing of results, combined with the great tenacity of Miroglio Fashion’s various teams have made it possible for this ambitious challenge to be implemented and become reality”.