Since its inception in Melbourne in 1996, the brand has had strong growth which can be attributed to its brand development strategy and the expansion of a retail network comprising boutique and concession doors. Today, there are more than 100 stores across Australia and New Zealand, and in March 2014, South Africa.
The Mimco design team is based in Melbourne, Australia. Managing Director, Cathryn Wills, who also acts as the new creative head of the brand, guides Mimco’s design team in producing two narrative rich collections a year. Core categories are handbags, small leather goods, jewellery and shoes, and are supported by the categories of watches, sunglasses, hair accessories, hats and scarves.
Mimco’s brand philosophy is ‘Accessible Luxury Designed with Quirk’. The brand is dedicated to engaging with their customer through emotion and surprise, and has built a strong following through their loyalty and social media channels.
Quality, unique, innovative, respectful creative: QUIRC – these traits are at the heart of what Mimco do.