The direct management of the Mainland China market by Moschino brand takes place through a soft transition shared with our long-standing local partner, after more than 10 years of collaboration with our partner Scienward Fashion and Luxury (Shanghai) Co. Ltd., Aeffe SpA said in a press release.

"The take-over operation of Moschino distribution in Mainland China is another pillar of Moschino's repositioning strategy that follows the total acquisition of the brand announced last July. 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, to accelerate the commercial penetration based on a development plan that includes new openings and the strengthening of the travel retail business,” said executive chairman Massimo Ferretti.

“We would also like to express our appreciation to Scienward Fashion and Luxury (Shanghai) Co. Ltd for its appreciated effort in developing the market over the past years which has laid a solid foundation for the brand,” concluded Ferretti.

Fibre2Fashion News Desk (RR)