US. Coty has inked a global licensing deal with hot Italian fashion company Sixty SpA.
Under the terms of the deal, Coty Beauty will develop and market Miss Sixty branded fragrance. The first scent will be launched next autumn in key European countries.
“Miss Sixty embodies an Italian spirit in global style,” commented Coty Chief Executive Officer Bernd Beetz. “Its accessible expression of fashion, alongside a sense of fun and freedom, makes it a great addition to our portfolio of lifestyle brands.
“For us, this additional entry into the younger market is another example of the way that we are able to succeed and build great brands by moving faster, thinking more freely and taking our ideas further.”
Coty Beauty Europe President Hans Joachim Honigfort added: “We are extremely pleased to become partners with one of the most exciting fashion houses, which has achieved tremendous growth over the past decade, redefining the rules of fashion and glamour, adding to it a unique combination of spice and irreverence.”
Created by Renato Rossi and Wichy Hassan in 1991, Miss Sixty fashion is known for its sexy, trendy, 1970s-inspired fashion. It describes its core audience as highly fashion-conscious, experimental, “sassy and sexy” 18 to 25 year-old women.
Sixty SpA was created in 1989, and now encompasses a 10-brand portfolio. Miss Sixty was founded in 1991, as the womenswear line of the brand Energie.
Commenting on the deal, Hassan and Rossi said: “This is a very exciting new area for us. In our discussions with Coty, we knew we had found the perfect partner, as we share the same respect and passion for brands. We have been impressed by their dynamism and creative energy as well as by their continued and consistent development of successful and exciting products.”
The news comes as Miss Sixty fashion steps up its travel retail presence. A 25sq m stand-alone boutique opened this week at Singapore Changi Airport terminal one, in conjunction with King Power Group (Hong Kong).
Note: The Sixty Group sells in the major world markets with subsidiaries in the US, Germany, the UK, South America, Scandinavia, Asia, France, Spain, the Netherlands, Canada, Brazil and Belgium. Other markets are serviced by agents and distributors.
The group presently produces and distributes men’s and women’s apparel. In 2004, production amounted to 22,000,000 items and the forecast for 2005 is 23,000,000 items. 2004 had a turnover of €640 million; €680 million is forecast for 2005.
The Sixty Group sells its brands in 90 countries worldwide with about 7,000 points of sale. Its capillary distribution system also includes more than 170 mono-brand stores in key cities. The portfolio comprises 10 brands, including Energie, Miss Sixty, Killah, Sixty, Ayor, Dake 9 and Decauville.
MORE STORIES ON MISS SIXTY/COTY
Miss Sixty joins forces with King Power in Singapore Changi fashion debut – 12/10/04
Coty creates new Middle East subsidiary – 26/07/04
