Jimmy Choo This Is A New Trend In Direct Selling And E-Commerce.

Tamara Mellon, co-founder of Jimmy Choo, the famous footwear brand in Britain, will reissue its personal name brand (Tamara Mellon) in October this year. Unlike previous practices, this Tamara Mellon LLC will adopt a direct selling strategy, cancel all wholesale channel businesses, and ensure that the most competitive products are available on the premise of high quality products.

In July of this year, Tamara Mellon The new company has completed the $12 million financing, and the lead investor is Chevy Chase. In addition to the change of business strategy, the restart of Tamara Mellon LLC also moved from New York to Losangeles.

Tamara Mellon also hired the former CEO Jill Layfield of e-commerce website Backcountry.com as the new CEO of Tamara Mellon LLC. "Jill does not come from traditional fashion business. But she knows how to build online sales. This is what I value most. " She said.

Tamara Mellon, co-founder of Jimmy Choo, the famous footwear brand in Britain, will reissue its personal name brand (Tamara Mellon) in October this year. Unlike previous practices, this Tamara Mellon LLC will take direct sale We cancelled all wholesale channel businesses, ensuring that we have the best products on the premise of high quality products. Competitive power The price.

In 2013, Jimmy Choo was bought by Labelux, a German luxury group, and left after Tamara Mellon cash in 90 million euros. In November of that year, she started her two business, and launched the brand name Tamara Mellon, focusing on women's clothing, shoes, handbags and accessories. But this time, she failed to reproduce the success of Jimmy Choo. Last December, Tamara Mellon LLC filed for bankruptcy protection in Delaware, United States.

In January 2016, the company ended its bankruptcy protection period, and found a new investor in New Enterprise Associates (new investment), and reorganized a new company, New TMB. The new company will have some trademark, domain name and intellectual property owned by Tamara Mellon and Tamara Mellon LLC.. At the same time, the company will continue to operate normally and promise not to lay off staff. The reorganization plan must be taken into force by the approval of the insolvency court.

The new company repositioned the short interval of bankruptcy reorganization and made full use of the new development strategy advantage to ensure the long-term vitality of the brand. During the tenure of Layfield, Backcountry.com's annual sales rose from $30 million to $50 million.

"When I released my brand three years ago, I adopted the strategy of" buy and wear ", but the market conditions were not mature at that time. Now, consumers are used to the trend of "buy and wear", which will be a new trend in the development of fashion and luxury brands in the future. Tamara Mellon said.